New apparel lines to star at Disney resorts - Licensing.biz

New apparel lines to star at Disney resorts

Hanes and Champion clothing brands to be sold exclusively by Disney at its parks and resorts.
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The Walt Disney Company has secured a major marketing deal with Hanesbrands, which will see its Hanes and Champion apparel lines sold exclusively at Disney's parks and resorts.

The ten-year alliance also includes co-branding and attraction sponsorships.

All basic apparel sold by Disney at the theme parks and resorts, as well as at the firm's ESPN Zone restaurants, will now be from the Hanes and Champion lines. Much of the clothing will also be co-labelled including Disneyland Resort by Hanes and Walt Disney World by Hanes amongst others.

Items available will include t-shirts, tanks and fleece sweatshirts, sweatpants, hoodies and infant and toddler items.

"This alliance is a key component of our marketing programmes to drive long-term growth and is part of our aggressive approach to building and investing behind our Hanes and Champion brands," said Richard Noll, Hanesbrands' CEO.

"In addition to becoming key parts of the consumer experience at Walt Disney Parks and Resorts properties worldwide, Hanes and Champion will execute consumer marketing and promotional outreach in the retail apparel marketplace."

Kevin Hall, Hanesbrands' executive VP and chief marketing officer, added: "This represents the largest marketing partnership to date for Hanesbrands and for our two largest brands."

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