For 20 years, Disney and Kimberly-Clark have been in a relationship. Disney gave Kimberly-Clark — primarily a company of paper products — the right to use Disney characters to sell Kleenex, and Huggies diapers, among other things. Well, maybe “gave” is not the right verb but if you’ve seen Mickey and Minnie on your box of tissue papers or diapers, you get the idea.
After two decades, the relationship is entering a new phase. K-C is going to provide products wherever Disney has customers (like theme parks, cruise ships and probably movie sets). Disney is going to give Kimberly-Clark the right to re-brand its baby care centers — they’ll now be called Huggies Centers — on cruise ships and in theme parks, and to sell its products in the centers…once again, “license” might be the right verb.
K-C is also sponsoring Disney’s Junior Live on Stage performances wherever they’re held.
“It really seemed to make sense, as the relationship has evolved, to take the next step,” said a spokesperson from Kimberly-Clark. “It expanded the licensing agreement into an alliance.”
Doesn’t it sound a bit like being engaged for 20 years (licensing agreement) before getting married (alliance)?
Photo: David Roark/Disney photographer
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• Holland America’s new Koningsdam successfully completes sea trials
Today at portsandbows.com: AmaWaterways ramps up excursions