The Home Depot (Atlanta) and The Walt Disney Co. (Burbank, Calif.) have announced an agreement in principle whereby the home-improvement retailer will devote a significant portion of its advertising budget to Disney properties (ABC-TV, ESPN, Lifetime); the two companies will develop a Disney Paint Program, featuring a line of Disney-branded, children's paint; and Disney will purchase Home Depot products for construction of a variety of its operations.
The paint program, involving an exclusive room-decorating initiative, would launch in January 2003, and would also include other home improvement products, such as decorative hardware and lighting.
“We are excited about this new relationship in that it leverages the strengths of two world-class brands to create new opportunities and provide greater efficiencies that will benefit both companies,” said Home Depot chairman, president and ceo Bob Nardelli. “This is just the start of an expanding, long-term relationship.”
“The combination of Disney's, ESPN's and ABC's brand strength and broad scope provides unparalleled reach and opportunity for The Home Depot,” said Disney president and coo Robert Iger. “I am confident that ABC Unlimited will provide tremendous added value. We are pleased to work with Home Depot, whose commitment to customer service and innovation are commendable.”