Rayovac to Sell Disney-Branded Batteries

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Walt Disney Inc. and battery maker Rayovac have teamed up to make branded batteries sporting Disney characters, the New York Times reports.


The Burbank-based entertainment company said the deal with Spectrum Brands, Rayovac’s parent company, will have Disney buying Rayovac batteries that will then be sold exclusively at the six Disney theme parks and water parks in the United States. Spectrum, in turn, will pay to license from Disney the rights to its animated characters for use on the packages of Rayovac batteries sold at the parks as well as at retail chains like Target and Wal-Mart, the Times said.


Rayovac said it was hoping the deal would increase battery sales by between $30 million and $40 million during the three year agreement.


Characters to be included range from Lightning McQueen from the movie “Cars,” as well as Princesses Ariel from “The Little Mermaid” and even Mickey Mouse, among others.


The deal also includes obligations for Rayovac to advertise in Disney magazines and on television networks including ABC Family and ESPN.


Earlier this year, Disney signed deals with Los Angeles-based homebuilder KB Home for co-branded homes and has begun offering Disney-branded produce in grocery stores.


Shares in Disney were up 12 cents to $33.11 in early trading Tuesday on the New York Stock Exchange.

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