HP and Disney extend technology deal

Hewlett Packard, which inherited a strategic partnership with the Walt Disney company from the Compaq merger in 2002, is set to announce a 10-year extension to the business and technology pact today.

HP CEO Carly Fiorina and Disney executives will dedicate "Mission: Space," a new Walt Disney World ride in Orlando that was jointly developed by the two companies.

Jeff Clarke, the former Compaq financial chief who helped create the Disney deal for Compaq in 1999, said that Disney and HP also have a long history together. HP sold its first oscillator to Disney in 1937 for use in the making of Fantasia.

In addition to being one of HP's top 100 customers, Disney is teaming with HP on a variety of joint marketing and technology arrangements. One of those efforts is a project in which HP hopes to drive more than one billion printed pages through Disney's web site.

Among the things that will make people want to print more via the web, Clarke said, are printable coloring books and certificates that will be embedded in Disney games.

Clarke said that the two companies are also working together in other technology issues, including digital rights management.

The two companies are also partnering in a sweepstakes that will allow one winner to spend New Year's on Mars, or at least Disney's earthbound equivalent, as well as filling the winner's homes with a variety of tech gear. Contestants have to go to HP's online shopping site to register. They plan print, TV and online ads touting the sweepstakes.

HP has already said it plans to spend $300m on advertising as part of a big consumer push.

Ina Fried writes for CNET News.com