For the first time in a decade Warner Bros.’ cornerstone property Looney Tunes has a toy partner, as Character Group was named to represent the brand.

As U.K. master toy Character Group will partner with Warner Bros. Consumer Products U.K. to develop construction playsets and micro-figures under its Character Building banner, as well as motion-sensor plush, traditional plush, a collection of figures and playsets in a three-year deal.

“It was our ambition to secure a master toy partner for each of our classic animated properties and this deal with Character, who have delivered huge success on Scooby-Doo, completes this toy strategy,” says Paul Bufton, general manager, WBCP U.K. “Our focus now shifts to securing similar manufacturing and distribution partnerships in all key regional markets.”

The Looney Tunes brand has seen a resurgence with the launch of “The Looney Tunes Show” in the U.K. last year, as well as initiatives for theatrical shorts, an enhanced online presence, video games and home video.

“Looney Tunes animated content is up there with the best, and the new animation coming through complements perfectly with the classic favorites that we know and love,” says Jon Diver, joint managing director, Character Group. “This, coupled with the innovation we are putting behind our product line-up, will ensure that the collection we produce has global appeal.”