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Baseball and the Mouse: MLB, Disney Reach Cross-Licensing Deal PDF Print E-mail
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Sponsorships, Promotions
Written by Maury Brown   
Monday, 29 March 2010 11:57

Mickey Mouse in Yankee CapAll manner of the Mouse and MLB licensed products will be coming your way soon as Major League Baseball and the Disney Co. have reached a cross-licensing deal that will put see marks from each on products. What do we mean? Imagine a possible Mets jersey with Mickey Mouse on it. Or, a possible Donald Duck decorative item where he’s wearing a Yankees cap. As reported by Terry Lofton of the SportsBusiness Journal, the deal is a big win for MLB that has pursued for a decade:

The licensing program will include caps, apparel, novelties and possibly children’s footwear. While some limited product combining Mickey Mouse and other classic Disney cartoon characters with MLB logos could be at retail as soon as next month, the program will officially launch at retail in and around the July 13 All-Star Game being held in Disney’s hometown of Anaheim.

Another part of the agreement will see Mickey Mouse/MLB statues placed throughout Anaheim during All-Star Week, similar to the Gateway Arch models scattered around St. Louis last July and the Statue of Liberty/MLB-logoed replicas around New York City during the 2008 All-Star Game. About 67,000 10-inch-tall replicas of those MLB Statues of Liberty were sold. Given the power of Mickey Mouse and other venerable Disney cartoon characters at retail, MLB hopes that 100,000 of those replica statues will be purchased this year.

Lofton adds that MLB’s biggest licensees are already on-board with the cross-licensing deal, including “on-field cap rights holder New Era, as well as VF, whose Majestic Athletic brand holds exclusive MLB uniform rights. Also in the mix is New Era’s 5th & Ocean apparel brand, along with novelty/accessory licensee Team Beans/Forever Collectibles, which will make the Mickey Mouse/MLB statues. There will also be cross-licensed pins and plush.”

The timing of the deal makes sense with the All-Star Game being played at Angels Stadium in Anaheim, just down the street from Disneyland.


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