Warner Bros. Consumer Products showcased one of its classic properties at Licensing Expo last week, as it looks to turn up the heat on the Looney Tunes licensing program.
The brand has seen a resurgence with the launch of “The Looney Tunes Show” on Cartoon Network last year. The show began airing internationally in September 2011. At the same time, the Looney Tunes characters returned to their roots with the release of a number of new animated cartoon shorts.
"The Looney Tunes are everywhere right now–animation, theatrical shorts, online, video games, home video and, of course, merchandise,” says Brad Globe, president, WBCP. “All of this activity and success is driving our opportunities to develop a refreshed and ever-expanding product line for fans of all ages."
In its first big licensing move for the brand, Warner Bros. Interactive Entertainment recently announced the creation of Cartoon Universe, a free-to-play, online world for young kids that features the Looney Tunes characters, among others. The site is set to launch in North America this fall, and internationally in 2013.
A key component of WBCP’s Looney Tunes merchandise program is master toy licensee The Bridge Direct, which is developing a comprehensive collection of products based on the classic Looney Tunes and “The Looney Tunes Show.” The multi-category product line, available nationwide this fall will include plush, figures, play sets, vehicles and role play items.
Other WBCP licensing partners for the Looney Tunes include:
- Long-standing global partner Hallmark will bring the Looney Tunes characters to every special occasion with a new licensing program that will include character-inspired greeting cards and holiday ornaments. Tweety will also be featured in Hallmark's popular "Girl Mini Collection," available at Hallmark Gold Crown stores.
- EMEA region: Monnalisa, Dolce & Gabbana, Braccialini, and ICE Iceberg (high-end apparel and accessories). United Colors of Benetton sold more than 2 million pieces in their first Looney Tunes collection.
- Sports partnerships designed to encourage kids to stay active: Lega Basket (Italy), the Basketball Federations from the UK, Germany, Spain (FEB, Men's World and European Champions), and France (Women's European Champions.
- French technology manufacturer EMTEC has created a line of USB keys for children and adults.
- In the Australian market, fine jewelry maker Worth & Douglas is partnering with WBCP for a new jewelry collection of earring, rings, pendants and charms featuring Tweety.
- Warner Bros. Consumer Products Japan is partnering with apparel retailer Seiyu for an exclusive line of kid’s apparel and fashion accessories.
- Junkfood continues to support the Looney Tunes with their apparel line.
- Trunk has extended its partnership with WBCP for Looney Tunes apparel.
All of the above initiatives and programs complement the robust Looney Tunes activities that are currently activated in the marketplace, including branded areas at theme park around the world, live shows and a wide range of supermarket promotions.