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SBD/27/Sponsorships Advertising Marketing
DISNEY WILL HANDLE IN- STADIUM DODGER MERCHANDISING
Published March 27, 1995
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).