Key franchise developments for Looney Tunes
Warner Bros. Consumer Products EMEA (WBCP EMEA) will head to International Licensing Expo Las Vegas with key franchise developments across all three Looney Tunes brand programmes, the new Looney Tunes Show, Looney Tunes Active and classic Looney Tunes.
The Looney Tunes Show premiered on Cartoon Network in the US on 3rd May 2011, and received high ratings. More than 2.5 million children tuned in to view the animated series that achieved a 4.1 rating for boys aged 6-11 years-old.
The Looney Tunes Show is now set to launch across EMEA with the UK confirmed as the first European market to launch partnering with Boomerang for the broadcast roll out that will commence in September 2011. All other EMEA markets will follow within 12 months and Looney Tunes Show licensed products will debut at retail in 2012.
Paul Bufton, general manager, Warner Bros. Consumer Products UK commented: "We’re incredibly excited to be accelerating our Looney Tunes offering. The new content perfectly complements the vast array of content that already exists and adds a new dimension to the characters, increasing our relevance to children whilst maintaining our nostalgic connection with adults who know and love the Looney Tunes from their own childhoods."
Looney Tunes Active, the Looney Tunes brand programme that is designed to get children moving and live an active lifestyle, is firmly established as Europe’s leading licensed active proposition with more than 1 billion Looney Tunes Active products having been sold across the region.
The brand also dominates the European private label food business with the Co-Op in Italy having launched a Looney Tunes Active food DTR in February 2011, the product range consists of 30 lines including cereals, pastas and smoothies.
The Co-Op joins Systéme U, the third biggest grocer in France, whose Looney Tunes Active food programme is Central Europe’s biggest licensed food and beverage DTR. Consumers can place product packaging in front of a web cam to unlock Looney Tunes games that is designed to encourage active interaction. A Smartphone app has been developed for older children encouraging them to become involved in a paint ball game.
WBCP’s partnership with Nestle Waters continues to endure with the licensee selling 870 million bottles of Looney Tunes Active branded water since 2001 and the Looney Tunes Active brand is being widely used in sports affiliations; Looney Tunes are ambassadors of The Family Weekend at the Master Tennis Madrid 2011 and the national basketball federations in Germany, Italy and France.
Bruno Schwobthaler, senior vice president, Sales and Business Development, Warner Bros. Consumer Products EMEA commented: "The Looney Tunes franchise is a perfect example of our skill in taking classic brands and building relevant brand extensions that relate to current market trends and add value to the classic brand proposition."
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