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Disney's Big Ambitions for Swampy, an App Star

Swampy’s phone debut may lead to roles on much bigger screens

Where’s My Water?, the new mobile game from Walt Disney, stars Swampy, an alligator who lives in an underground sewer. The googly-eyed reptile likes to lounge around in his subterranean bathtub while he scrubs his back with a brush. Players swipe their fingers across an iPhone screen to guide water into his tub while dodging toxic sludge and collecting rubber duckies as prizes.

With the 99¢ app, also available for the iPad, the House of Mickey is attempting to do something it has never done before: spin a multimillion-dollar franchise out of a character that made his debut on a 3.5-inch screen.