LOS ANGELES — A two-hour prime-time special on ABC. Cupcakes the size of cars at Disneyland Paris. Collaborations with a dozen fashion designers, including Marc Jacobs. More than 30 books, including one from Taschen so big it comes with a carrying handle.

Small and subtle are not the Walt Disney Company’s style. But a new effort to focus attention on one of its oldest characters, Mickey Mouse, is truly something to behold.

Disney is using Mickey’s 90th birthday as a monstrous marketing moment, with the company’s cross-promotional machine revved up to what may be its highest level yet. Every corner of the $168 billion company is contributing to the campaign, which will intensify on Sunday when ABC runs “Mickey’s 90th Spectacular.” Disney theme parks will be hosting events into next year.