WBCP gets Active with Looney Tunes

Samantha Loveday

By Samantha Loveday

October 27th 2008 at 10:37AM
WBCP gets Active with Looney Tunes

Licensees sign up for worldwide programme featuring classic characters.

Warner Bros Consumer Products has unveiled details of its comprehensive global licensing support programme developed to support Looney Tunes Active, the brand which uses the iconic characters as ambassadors of an active lifestyle.

In the 18 months since launch, more than 200 licensees and retailers worldwide have committed on-pack, in-pack and POS support across a wide variety of promotional initiatives to get kids focusing on the fun they can have while being active.

WBCP EMEA has lead the way, with initiatives including a global deal with Adidas, which created co-branded kids apparel and footwear, plus Nestlé Waters, which renewed its deal in Europe on Nestlé Aquarel plain bottles and has extended the partnership to addition waters brands, products and territories.

Looney Tunes Active branding is now featured on different beverage products, under different water brands across Europe, Latin America and the Middle East.

New and existing products will be supported by a number of complementary global and country specific brand marketing initiatives including a European Bugs Bunny on Ice show, a regional Looney Tunes-themed shopping mall tour and a new Looney Tunes Active TV series in France.

Other recent activity includes LT Sportparty, a sports road show which has been running throughout the year in major cities in Germany, Austria and Switzerland; and Lega Basket in Italy, which used the Looney Tunes Active brand as the basis of an educational sports programme involving both Italian and European youth basketball teams.

The Spanish Basketball Federation (FEB) is also using the brand in an initiative called Looney Tunes Activasket which encourages children to become more involved in basketball and sport in general.

Looney Tunes Active branded education for schools packs are being widely distributed, while the brand has also achieved a strong presence at international basketball matches increasing consumer awareness.