SBD/27/Sponsorships Advertising Marketing

DISNEY WILL HANDLE IN- STADIUM DODGER MERCHANDISING

     The Walt Disney Co. is teaming up with the Dodgers to handle
the team's merchandising operations at Dodger Stadium.  The
agreement is the first that Disney has signed that does not
involve any of its own products.  Terms were undisclosed, but it
was disclosed that no Disney characters will be involved.  Dodger
and Disney officials say they are considering "creating a host of
new Dodger merchandise, ranging from fashionable jerseys to a
possible team mascot.  Even a Tommy Lasorda doll might not be out
of the question."  Dodger VP/Marketing Barry Stockhamer:  "We'll
be examining a lot of different things."  Chuck Champlin of
Disney's consumer-products division said the agreement with the
Dodgers is a natural evolution for the company after its
merchandising success with the Mighty Ducks and the play "Beauty
and the Beast on Broadway."  The Dodger deal could be the first
of other merchandising agreements for Disney.  Champlin:  "In
cases where it makes sense, ... we'd like to pursue it" (Kelly
Barron, ORANGE COUNTY REGISTER, 3/26).
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