Rayovac Partners with Disney Characters

A slew of Disney characters, from Cars to The Little Mermaid—and the franchise mascot himself, Mickey Mouse—will beat the drum for Rayovac batteries as part of a wide-ranging deal between Spectrum Brands, Rayovac’s parent, and the Walt Disney Company. The agreement was negotiated for Disney by a unit named Disney/ABC Unlimited, which woos advertisers across 130 Disney-owned properties.

As part of the deal, Disney will buy from Spectrum millions of packages of Rayovac batteries, which will become the only battery brand that can be bought by visitors at the six Disney theme parks and water parks in the United States.

Spectrum in turn will license from Disney the rights to use the animated characters on packages of Rayovac batteries sold at the Disney parks, as well as at retail chains like Target and Wal-Mart.