League’s Arrangement Gives the Whole Store to Disney : Marketing: Company is given unprecedented allowances and veto power over Ducks’ merchandise.

The sun never sets on the Disney empire, and if the Mighty Ducks get their way, it will never go down on the Ducks’ merchandise, either.

The vastness of the Walt Disney Co.--and some unprecedented special allowances by the NHL--mean that the duck-and-crossbones crest will be available on a variety of products in Disney’s own stores.

The NHL is welcoming Disney’s marketing expertise with open arms--and a rule book that bends.

“We have a very unique circumstance with this team,” said Fred Scalera, a vice president with NHL Enterprises, the league’s product licensing arm. “We’re going to work with Disney in a very strong spirit of cooperation.”

The NHL licenses manufacturers to produce merchandise bearing the crests of all 26 teams, and shares the revenue from those sales equally with the teams. Individual teams also are allowed to license other products for their own team to be sold within a 75-mile radius.

But while the other 25 teams are limited to that 75-mile radius, Disney will be allowed to produce Mighty Duck products and sell them in the 200-plus Disney Stores world wide without paying licensing fees.

In exchange, the NHL will get favors from Disney as payment-in-kind.

“We are obviously dealing with an entertainment giant,” Scalera said. “It’s not solidly defined, but they will work with us to utilize their vast abilities to promote our games and the other 25 teams.”

Exactly what Disney will do for the NHL has not yet been determined, but possibilities include producing NHL videos or Disney Channel programming that promotes hockey. Or Disney could lend its resort properties for conventions.

“They do tremendous events, they have creative services and a tremendous amount of marketing research at their touch,” Scalera said.

In another unique arrangement, Disney will have the right of approval on licensees’ product ideas. No other team has a say.

“Our agreement, because they recognize our consumer product experience, is to allow us veto power on items we don’t think are in the Disney image,” said Ken Wilson, vice president for sales and marketing for Disney Sports Enterprises.

Another advantage for Disney is its Consumer Products division, responsible for dreaming up and designing items based on Disney properties. The division topped $1 billion in sales last year, and is primed to come up with novel ways to sell an NHL logo.

“We should have the opportunity to have more out there than any other professional team, in terms of merchandise,” Wilson said.

Disney began its product push by arranging to have T-shirts in Disney Stores on the day its crest was introduced. Products should begin flowing into other sporting goods stores in the next few days, Wilson said.

Later, the Ducks will open their store at the Anaheim Arena.