Warner Bros. Brand Licensing in 2024 and 2025

License Global: Can you talk about some of the key collaborations and success stories that have defined the Warner Bros. Discovery approach to licensing recently?

Robert Oberschelp: At Warner Bros., We had a lot of fun with our WB100 campaign to celebrate the Studio’s 100th anniversary. We unlocked designs from the vault, like historic iterations of the Warner Bros. Shield and introduced character mashups featuring our iconic franchises. Mashups included Bugs Bunny and the Looney Tunes dressed like Hogwarts students and DC Super Heroes dressed as The Flintstones, giving licensees the ability to flex their creative muscle to bring these favorite characters to fans. Our in-house creative team’s brilliant designs, combined with best-in-class licensees and partners who really know their fans, made the WB100 global consumer products campaign a big success.

We’ve seen a lot of success with Wayne Enterprises, a high-end lifestyle brand we launched inspired by Bruce Wayne, the civilian persona of DC’s Batman. Introduced in fall 2022, the brand takes its cues from Bruce Wayne and features some of the best-known luxury brands and products across fashion, accessories, homewares, personal care, fitness, electronics and more. Be on the lookout for something big coming from Wayne Enterprises later this year.

Related:Special Report: Movie and Streaming Brand Licensing Trends

Lastly, we’re excited about “Beetlejuice Beetlejuice,” hitting theaters this September. Licensees and retailers are loving what they’re seeing. We can’t wait to bring the global consumer products and retail programs to fans.

Robert Oberschelp, head, global consumer products, Warner Bros. Discovery

What can you tell us about your upcoming slate and some of the consumer product collaborations that you have in place to support them?

Earlier this spring, we announced a collaboration with the International Olympic Committee and eight National Olympic Committees for an Olympics-inspired product program featuring the Looney Tunes. It’s the ultimate team-up for a franchise that has sports in its DNA. Fans can expect fun Olympics-themed merchandise and team-specific merchandise from select countries around the world. 

As I mentioned, there is great buzz around the upcoming film, “Beetlejuice Beetlejuice.” Stay tuned for more as we get ready to head into the Afterlife.

Everyone is also excited about DC Studios’ new slate. It’s the start of a whole-new DC Universe, beginning with “Superman,” which is currently in production and scheduled for release in the summer of 2025. The film has the perfect elements to build a fun and creative, cross-category global consumer products program.

Related:Paramount Brand Licensing in 2024 and 2025

Warner Bros. Shield Bugs Bunny Mug

What trends are shaping products from entertainment properties at the moment?

An already crowded space is becoming more crowded. Digital IP is gaining momentum, gaming is strong and experiences are continuing to see growth as fans look for every opportunity to engage with their favorite brands, to be immersed in them.  We’re also seeing “near vintage” or “nostalgia” properties driving newness.

How do you see the strategy of bringing franchises to life changing?

We’re fortunate to have some of the best franchises in the world with DC, “Harry Potter,” the Looney Tunes and more. They stand the test of time and are beloved by all ages. But we can’t rest on that and we’re constantly looking for ways to keep these franchises fresh and relevant through content, creative product executions, experiences and more.

Franchises are also no longer restricted to just traditional entertainment. We’re competing with social media stars and musicians. The space is crowded but we have the brands and franchises to win.

Warner Bros. Upcoming Releases

2024

“Beetlejuice Beetlejuice”

“Joker: Folie à Deux”

“The Lord of the Rings: The War of the Rohirrim”

2025

“Superman”

“The Cat in the Hat”

“The Batman – Part II”

This interview was taken from Entertainment Report in the May 2024 issue of License Global. Read the full issue here.