Disney Nails Marketing Deal with Home Depot

27 May 2002

In one of the first big deals of this year’s US upfront TV ad market, home improvement retailer Home Depot has agreed a three-year marketing alliance with Walt Disney Company.

Under the agreement, put together by Disney’s ABC Unlimited marketing unit, Home Depot will pay a reported $100 million (£69m; €109m) for ad time on Mickey Mouse's media properties such as ABC and ESPN.

In addition, the two firms will cooperate on a new show, The Disney Paint Program, devoted to decorating and featuring Disney-branded paint for kids. The show is slated for launch in January.

Data sourced from: AdWeek.com; additional content by WARC staff