Warner Bros. Consumer Products, in partnership with its Russian licensing agent the European Licensing Company, is showcasing new product for its classic brands and 2013 tentpoles in Russia.

“Russia and Eastern Europe present enormous growth opportunities for our brands,” says Bruno Schwobthaler, senior vice president of sales and business development, WBCP EMEA. “Russia alone has a population of 142 million people and 21 million are under the age of 15–a massive customer base to which our brand portfolio appeals.”

Classic brands like Tom and Jerry and Looney Tunes are getting traction in the region with new partners.

Tom and Jerry, boosted by a strong broadcast presence, has a series of new partners including Grand Toys, which will distribute Giochi Preziosi’s master toy collection, CP Distribution for plush, and Egmont Russia for books and a Tom and Jerry magazine. Russia also boasts the Jerry Joy chain of stores dedicated solely to Tom and Jerry products.

Cornerstone property Looney Tunes also has a strong presence in Russia especially in the apparel category with retailers Incity and Befree set to launch Looney Tunes apparel collections nationwide. 

In addition to the classic brands, Warner Bros. also announced new partners for its 2013 tentpole releases, Man of Steel and The Hobbit trilogy in the region.

Opening in Russia this June, the new Superman action-adventure Man of Steel will be supported by Mattel’s master toy line, which will be distributed by Simbat; a dress-up line from Rubie’s Costume; back-to-school products from Proburo; chocolate confectionary from Chupa-Chups; and a male personal care range from Russkaya Kosmetica. Additionally, the Lasunka Company will roll out a range of ice cream this summer in the Ukraine. 

WBCP is working with new and existing licensees to continue supporting The Hobbit trilogy. Co-master toy partners The Bridge Direct and Vivid Group will bring an assortment of product to the Russian market through distributor Toysunion. Additional licensees include LEGO for construction sets, CP Digital for gift products, and Rubie's Costume for dress-up.