5. The Toad-Ins

While the online Save the Toad campaign was impressive in its own right, it also served as a very early example of the power of the Internet to motivate in-person protests. Toad-Ins began in December 1997 and, by April, both official and unofficial gatherings were taking place every weekend. Many protestors wore official green Save Toad t-shirts with a provocative picture of kids surrounding a dead Mr. Toad and the words, “Ask Me Why Mickey Is Killing Mr. Toad.” Always peaceful and respectful, the gatherings consisted of Toad fans from around the world hanging out, talking to park guests, speaking with the media and, of course, riding the ride.

6. The Disney support

Interestingly, the Toad-Ins generated an uneasy friendship between the protestors and the Disney managers who were assigned to monitor them. Once satisfied that the group was not going to do anything extreme, Fantasyland Attractions Manager Dave even became a sort of unofficial honorary member of the group. He was assigned to the group for virtually every protest, and eventually admitted his own love for the ride.

Other cast members were understandably afraid to join the protest, but found their own ways of showing support. Whether a smile and a wink, a voiced opinion that the ride should not close, or permission to bypass the line, cast member support was mostly strong. Some security guards didn’t see things the same way, and tried to use “dress code guidelines” as a reason to run off official shirt-wearing Toad supporters, but these incidents were the exception rather than the rule.

7. The ending

Despite an outpouring of international Toad support and heavy media coverage, Disney did not back down. On September 2, 1998, Disney officially announced Toad’s impending closure. On September 7, the ride closed for good. Naturally, Toad supporters turned out in force, as did the media.

Official Save Toad t-shirts and buttons sold out in minutes, and both official and unofficial Toad supporters found their own ways to express their feelings. For example, one kid beheaded a Pooh doll and tossed it in the chicken coop during the ride. Others chanted, “Eisner sucks!” as the cameras rolled. People rode again and again, taking video and photos from every conceivable angle. After the last ride, the entrance blocked by garbage cans, the finality of the moment overtook the gathered crowd, and the tears and hugs were all too real. A touching final tribute to one of Disney’s finest works.