Mickey Mouse Sells a Bundle

Disney and Kraft Heinz have signed a multiyear strategic alliance in which Kraft Heinz pays Disney to integrate its brands (Heinz, Philadelphia, Kraft Mac & Cheese, and others) across Disney's media, streaming, theme parks, and cruises, while co-creating branded content together. The bundle deal leverages Disney's unique combination of entertainment properties and experiences to create marketing touchpoints—such as Star Wars-themed ketchup dispensers at Disneyland or Frozen-branded marshmallows—that reinforce brand memories for consumers. Disney is in a stronger negotiating position given its ready-made bundle of assets, and may replicate this model with other consumer goods companies.