Payless shoes tied it’s 5,000 stores to the special-edition DVD release of Disney’s THE LION KING, which hit retail October 7, 2003. Payless had an exclusive deal throughout the year, to create a line of footwear that featured Simba, Nala, King Mufasa, Pumbaa and Timon. Also, Payless sold the movie in it’s stores. With a mail-in rebate, consumers will pay only $10 for the DVD and $7 for the VHS with the purchase of THE LION KING shoes. Supported by a national campaign that included TV, radio and in-store P.O.P.