ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Thursday, April 11, 1996 TAG: 9604110046
SECTION: BUSINESS PAGE: B-7 EDITION: METRO
Mickey Mouse and Mickey D are making up.
After a prolonged chill with McDonald's Corp., Walt Disney Co. is negotiating a 10-year promotional alliance with the top fast-food chain, part of Disney's strategy to keep a stranglehold on American pop culture by teaming with leaders in related industries.
Disney has mainly turned to No. 2 Burger King to help promote movies since 1991, with tie-ins to films such as ``Aladdin,'' ``Lion King'' and ``Toy Story.''
An executive said Wednesday the new deal would be broader. Speaking on condition of anonymity, the executive confirmed a report in the Daily Variety trade newspaper that McDonald's would originate 14 to 17 promotions a year, sponsor Disney's new Florida theme park, Animal Kingdom, and pay $100 million in royalties.
Spokesman for Burbank-based Disney and Oak Brook, Ill.-based McDonald's declined comment.
- Associated Press
LENGTH: Short : 29 linesby CNB