The Dawn of a New Century

Warner Bros. Discovery talks about transforming a history steeped in storytelling into an exciting, fan-driven future.
Ben Roberts

June 10, 2022

The Warner Bros. Hotel in Abu Dhabi.
The Warner Bros. Hotel in Abu Dhabi.Warner Bros.

After almost a century of creating immersive universes, Warner Bros. (now Warner Bros. Discovery) has introduced countless fans to unforgettable stories and iconic characters. Preparing to celebrate its 100th anniversary officially in 2023, Pam Lifford, president, global brands and experiences, Warner Bros. Discovery, speaks exclusively to License Global about an iconic milestone for the Warner Bros. Discovery brand.  


License Global: How would you define the Warner Bros. brand as you enter a new century?   

Pam Lifford: The Warner Bros. brand has been and will continue to be synonymous with storytelling. From Oscar winners to zeitgeist TV moments, Warner Bros. is known for immersive worlds and unforgettable characters brought to life through stories that connect us, inspire us, introduce us to new ideas, take us to new places and shape the way we see the world.   


Where are the significant strengths in the brand regarding intellectual properties and owned brands, e.g., “The Batman,” “Space Jam,” et al.?   

Warner Bros. has one of the most envied content libraries, with fan-favorite franchises like DC, Wizarding World, “Looney Tunes,” “Game of Thrones” and more. These are just some of the worlds and characters we get

to explore and play with as we develop the franchise strategies and ultimately create immersive themed experiences and engaging consumer products programs.   

To read more of the Q&A with Lifford, go to


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