Intersport, one of the world's leading sporting goods retailers, has signed a deal with Warner Bros Consumer Products EMEA to produce a co-branded range of Looney Tunes Active ski wear, in association with private label etirel.
Launching in autumn/winter 2009, the two season co-brand deal will see the Looney Tunes characters feature on a special range of etirel products including ski wear, accessories and winter shoes.
Targeting six to 12 year-olds, 25 SKUs are planned.
With a turnover of 8.5 billion Euros and more than 5,050 specialist sports stores in 35 countries, Intersport will be supporting the range with above the line media exposure and an exclusive in-store creative execution with bespoke POS merchandising kits.
"The Looney Tunes animated characters are iconic with a global heritage that resonates with children and parents alike," said Pilar Zulueta, senior VP and general manager, WBCP EMEA.
"Sport is such a natural synergy for the brand and Intersport is the perfect partner to develop the association. We look forward to working with Intersport to produce innovative product that captures the imagination of our target consumers across Europe."
Franz Julen, CEO of Intersport International Corporation, added: "The youngsters will wear these winter products with enthusiasm and pride."