Warner Bros. is putting even more muscle behind its product lines.
The studio has formed a new division, Warner Bros. Global Brands and Experiences, that will be helmed by Warner Bros. Consumer Products president Pam Lifford. Lifford will now have responsibility for WBCP, DC, themed entertainment as well as a new global franchise team.
“With competition for consumers’ attention more intense than ever, and brand awareness and loyalty more important than ever, this is a great way to help focus on creating opportunities for fans to meaningfully interact with our brands and franchises at a level beyond the screen,” says Kevin Tsujihara, chairman and chief executive officer, Warner Bros. “Pam has deep experience across consumer products and building emotional connections with fans, and in the two years she’s been at Warner Bros., has proven herself and her vision. I’m excited to have her bring that vision to this new business.”
The formation of WBGBE supports and furthers Warner Bros. Studio’s ongoing initiatives around fan engagement and will work to create new business opportunities in the segment. Lifford and team will also work with WarnerMedia’s sister companies Turner and HBO as well as other AT&T divisions, adopting a “never go dark” approach that gives consumers opportunities to interact with WB brands 24/7.
The day-to-day operations of DC will continue to be run by Jim Lee, publisher and chief creative officer, and Dan DiDio, publisher.
Consumer products will be run by its current management team.
The Wizarding World franchise business will continue to be managed separately by Josh Berger, president and managing director, Warner Bros. U.K., Ireland and Spain, and president, Harry Potter global franchise development.
“This is an incredible opportunity for us to super-serve our fans across a variety of platforms and venues throughout their lifetimes,” says Lifford. “Warner Bros. has world-class characters and brands that are beloved around the world–from our licensed DC Super Heroes, the ‘Looney Tunes’ and Hanna-Barbera animated superstars to a library of over 10,000 films and TV shows–and we’re now making it a priority to bring these properties to fans in new and exciting ways. I’m thrilled to take on this challenge and look forward to working with my colleagues across the Studio to make this new business a great success.”
Lifford joined Warner Bros. Consumer Products in February 2016 and has spearheaded its business functions, including domestic and international licensing, worldwide marketing, business and legal affairs, finance and retail business development.