Walmart leans on Disney in paint aisle

Walmart has rolled out a new line of Disney paints and specialty finishes available exclusively at some Walmart stores.

The Disney Paint line consists of “112 exclusive colors grouped into three palettes, with imaginative Disney-themed names, designed to give parents and children options at every stage, from infant to tween,” said Jason Stewart, director of softlines product development for Disney Consumer Products. 

Colorful names from the pallete include “Eeyore’s Rain Cloud,” “Blushing Piglet,” “Cinderella's Ball Gown” and “Sulley’s Fur.”

For more than two years, Disney Consumer Products and Glidden brand marketers collaborated on the new paint line. Backed with research that showed more than 48% of parents purchasing bedding were also planning to paint their kid’s room, the colors in the collection coordinate with Disney bedding products, according to both companies.

Glidden says it crafted kid-friendly paint performance, with easy-to-clean finishes, according to Aimee Lawlor, director of innovation for PPG Architectural Coatings, the parent company of Glidden paint. Glitter finishes and chalkboard finishes are also part of the new line.

Disney Paint at some but not all Walmart stores retails for about $13.47 per quart and $27.97 per gallon.