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Hitachi Maxell, Ltd. (日立マクセル株式会社 Hitachi Makuseru Kabushiki-gaisha ), commonly known as Maxell, is a Japanese company that manufactures consumer electronics, founded in 1960 at the company's headquarters in Ibaraki, Osaka. Although not owned by Disney, they teamed up with Walt Disney Home Video for the Maxell/Pinocchio contest in promotion for the 1985 Walt Disney Classics videocassette release of Pinocchio, which includes prizes, such as a contest to win a trip to Walt Disney World, a variety of titles in the "Neon Mickey" library and a choice of Maxell blank VHS tapes, plus a $1 million TV campaign to air a 30-second commercial on every TV show or network to promote the release.