Consumer Payment Card News

Disney Visa

Mickey Mouse is finally getting a credit card! Early next year, Disney will parade its first VISA card into the market, offering a rewards program plus special Disney promotions. The Walt Disney Company confirmed this week it has signed a multi-year deal with Bank One to issue cards, and another multi-year deal with VISA for a broad alliance. Bank One will develop the first-ever Disney-branded VISA with Disney rewards, and VISA will create exclusive card promotions with Disney’s theme parks and resorts in the USA and Europe. The alliances will begin January 2003, with both the card and cooperative marketing initiatives expected to be launched in the first half of 2003. Disney has had a long-term association with American Express. In 1997, Disney became a global partner in the American Express Membership Rewards program. VISA said as part of its upcoming Disney relationship it will continue to be a major advertiser on Disney’s media properties, such as ABC Television Network, ESPN, ABC Family, SoapNet, and ABC Radio Networks. Bank One says initially the card will be offered only in the USA. Cardholders will accrue rewards from all purchases on the card and monthly statements will provide special Disney promotions for card members, and the latest Disney news and updates on rewards earned. Details on the rewards program and card pricing were not available. Disney recently signed a pact with Home Depot to develop a line of Disney-branded paints. Home Depot, like VISA, agreed to buy more than $100 million in ads on Disney media properties.

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