Interesting sponsorship information from The New York Times:
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Rayovac Batteries in a Partnership With the World of Disney Characters

By STUART ELLIOTT
Published: December 18, 2007

BEWARE, Energizer bunny, wherever you are. Some familiar Disney characters are leading an assault by a rival brand on the battery market.

The toons — including the franchise mascot himself, Mickey Mouse — will beat the drum for Rayovac batteries as part of a wide-ranging deal between Spectrum Brands, the Rayovac parent, and the Walt Disney Company. The agreement was negotiated for Disney by a unit named Disney/ABC Unlimited, which woos advertisers across 130 Disney-owned properties from A (ABC) to W (Wondertime magazine).

As part of the deal, Disney will buy from Spectrum millions of packages of Rayovac batteries, which will become the only battery brand that can be bought by visitors at the six Disney theme parks and water parks in the United States.

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Full story here: http://www.nytimes.com/2007/12/18/business/media/18adco.html?_r=1&ref=business&oref=slogin