As the FIFA World Cup kicks off, Warner Bros. Consumer Products EMEA is working with its licensing partners and retailers to develop products that celebrate the synergy between its entertainment brands and sports.

“As a licensor and the custodian of some the most iconic entertainment brands in history, we work hard to consciously develop narratives for our properties that relate to current market trends and maintain the brands’ relevance amongst the broadest range of consumers,” says Pilar Zulueta, executive vice president and general manager, WBCP EMEA. “Sports are a bona fide form of entertainment, and iconic characters such as Superman, Batman and Looney Tunes have the profile and gravitas to drive home the ‘get active’ message. Together, our brands and sports are a very powerful combination.”

Fashion retailer Zara has launched a range of Superman t-shirts for boys that are emblazoned with the iconic S-Shield and customized with a choice of country flag artwork. The collection launched earlier this summer and is currently available in 1,700 Zara stores across Europe. 

Carrefour Spain is also on board and has launched a range of Batman t-shirts in the national colors of red and yellow adorned with the Batman emblem and the words ‘España’ and ‘the team,’ which are now available in 172 hypermarkets across the country.

Through the development of the Looney Tunes Active brand extension, WBCP has already begun to leverage the active qualities of the Looney Tunes characters with a licensed food and drink program. The program is continuing to attract high-profile partners with El Corte Inglés becoming the latest retailer to join the fold. The Spanish retailer has created a range of men’s t-shirts depicting the Looney Tunes characters playing football with animated graphics combined with the country names of teams that have qualified for the FIFA tournament. 

Additionally, a new style guide, Looney Tunes: Football is Fun, will be available to partners this summer to provide inspiration for licensees looking to create products to capitalize on future tournaments.