Disney and Home Depot Join in Marketing Deal | Adweek
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Disney and Home Depot Join in Marketing Deal

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LOS ANGELES -- The Walt Disney Co. and The Home Depot are joining forces in a three-year marketing deal that includes media advertising on Disney broadcast properties, a consumer promotions program and other elements.

Total value of the package was not disclosed, but sources said the home improvement chain will spend an estimated $100 million on Disney-owned media including ABC-TV, ESPN and Lifetime over the length of the deal.

The two companies will also team up to launch The Disney Paint Program, a room-decorating program featuring Disney-branded children's paint and other home improvement products in January 2003. In addition, Disney will purchase Home Depot products for its operations. Home Depot put the package together with ABC Unlimited, the integrated sales and marketing unit of the network.