M-I-C-K-E-Y M-O-U-S-E at D-A-Y-T-O-N-A: Mickey Mouse and Donald Duck will lead the parade lap before next year's Daytona 500 under terms of a new deal between International Speedway Corp. and the Walt Disney Co., today's Sports Business Daily reports. Editor-at-Large Terry Lefton says the joint licensing program will put the Disney logos on two Chevrolet Monte Carlos leading the field. The program also will combine Daytona 500 logos with Mickey Mouse, Minnie Mouse, Donald Duck, Goofy and Peg Leg Pete. Diecast cars from Team Caliber will also be sold in hobby stores, through trackside vendors and on QVC and NASCAR.com. Apparel licensees include Kudzu for caps and Jerry Leigh for women's and children's clothing. Paul Phipps, ISC's vice president for sales and marketing, is projecting $20 million to $25 million in wholesale sales for the venture, which the story says is initially for a single year. A "Road to Daytona" mobile marketing program will include five Monte Carlos with Disney art on them, along with a 53-foot merchandise trailer.(Winston Cup Scene Daily Newsletter)(12-3-2003)
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Disney at Daytona!
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