Warner Bros. Consumer Products EMEA announced a multi-year partnership with the National Basketball Association Wednesday at Brand Licensing Europe.

The joint initiative will feature Looney Tunes characters across consumer products, events and promotional campaigns in Europe, the Middle East and Africa.

The partnership will combine the Jr. NBA/Jr. WNBA and Looney Tunes Active! brands to drive interest and encourage participation in basketball among children aged 4 to 12 in the region.

“Looney Tunes Active! has been widely successful in communicating the importance of living an active lifestyle to children,” says Pilar Zulueta, executive vice president and general manager, WBCP EMEA. “The partnership with the NBA provides us with direct access to a vast new audience and an opportunity to leverage our iconic Looney Tunes characters to promote the importance of living an active lifestyle through basketball. Cool Characters, Hot Hoops is a fun, interactive initiative and the partnership with the NBA, one of the most respected sports brands in the world, can only serve to drive Looney Tunes Active! to even greater heights.”

The products will integrate Looney Tunes characters including Bugs Bunny and Daffy Duck with NBA branding on  apparel, accessories, toys, games and consumables.

Another key aspect of the partnership will be co-branded basketball clinics take place at select NBA events throughout Europe featuring NBA personalities and the Looney Tunes characters. 

“The NBA is committed to growing grassroots basketball internationally through the Jr. NBA/Jr. WNBA program,” says Benjamin Morel, senior vice president, NBA Europe. “This multi-faceted partnership with Warner Bros. Consumer Products is an ideal brand-match for the NBA and through the association with the globally recognized Looney Tunes characters, will help grow participation in a fun way while promoting the benefits of leading a healthy lifestyle through basketball.”