Vivendi, Toyota Form Global Marketing Deal

Vivendi Universal’s film unit and Toyota Motor Corp., Japan’s largest auto maker, agreed to form a global marketing alliance to promote their products. The companies called it a multimillion-dollar, long-term agreement. They didn’t provide more financial details.

Toyota will sponsor attractions at Universal Studios theme parks. It also will have the right of first refusal among car makers for product placement in Universal films, videos and DVD releases. Toyota and Vivendi Universal already have a similar agreement at Universal Studios Japan.

The Wall Street Journal said Toyota would pay Universal tens of millions in fees and spend $50 million to $80 million on advertising in support of joint promotions.

The companies plan for Toyota to become the exclusive sponsor of theme park attractions. The car maker also will be able to use characters from Universal movies for its ads.