Around the Net

McDonald's And Disney End Agreement, But Will Stay Friends

A 10-year marriage between two major marketers is legally over, but it seems as though the two companies want to remain friends. Fast-food marketer McDonald's Corp. and entertainment company Walt Disney Co. have officially ended their decade-long association in which each one promoted the other's products, and the last official joint promotion covered by their existing contract will be launched next week. However, the two companies are still discussing possible future alliances as they remain locked in talks over new promotions for 2007 and 2008. They also continue to discuss the future of McDonald's restaurants at Disneyland and Disney's California Adventure Park--both located in Anaheim--and Walt Disney World in Orlando, which were covered by the agreement. The bottom line is that despite ending the exclusive deal in which McDonald's was not allowed to work with other film production companies and Disney was not allowed to work with other fast-food restaurants, neither side wants to dump the other. "Some of our best Happy Meal promotions have been done with Disney," said Bill Lamar, senior vice president and chief marketing officer for McDonald's USA. But at the same time, he acknowledged, the arrangement has caused friction with some of the burger giant's franchisees.

Read the whole story at Orlando Sentinel »

Next story loading loading..