Retail Industry
Industry: Email Alert RSS FeedThe Home Depot makes deal with the Walt Disney Co. (Trade News).(strategic alliance)(Brief Article)(Statistical Data Included)
Do-It-Yourself Retailing, July, 2002
The Home Depot and The Walt Disney Co. are planning an alliance that will combine both companies' strong branding and marketing abilities.
Highlights of the agreement include a multi-year advertising commitment by Home Depot on Disney's media properties, including ABC-TV, ESPN and Lifetime. The agreement will be the largest of its kind in Home Depot history.
The two companies also plan to develop The Disney Home initiative, which would include an exclusive room-decorating program featuring a line of Disney-branded children's paint and other products such as decorative hardware and lighting.
Disney will also purchase Home Depot products for some of its operations.
"We are excited about this new relationship in that it leverages the...
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