Rayovac, Disney ink exclusive licensing agreement

NEW YORK Spectrum Brands’ Rayovac brand and the Walt Disney Co. have inked a deal under which Spectrum will license from Disney the rights to use Disney characters on packages of Rayovac batteries sold at Disney parks and retail chains, according to a New York Times article.

The cost of the batteries to Disney and the fees that Spectrum is paying to license the characters from Disney were not disclosed, according to the report. David Lumley, president for global batteries and personal care, and co-chief operating officer at Spectrum, told the New York Times that Rayovac is hoping to increase battery sales by $30 million to $40 million during the three-year deal.

As part of the deal, Disney will buy from Spectrum millions of packages of Rayovac batteries that will become the only battery brand available for purchase at the six Disney theme parks and water parks throughout the United States.

In addition, the deal includes advertising for Rayovac in Disney magazines and on Disney television networks, including ABC Family and ESPN; promotions and sweepstakes; a sponsorship by Rayovac of the DVD release of the Disney movie “Enchanted,” which is scheduled for home video in February; and possible tie-ins between Rayovac and Walt Disney Studios, the film division, the New York Times reported.