Warner Bros. Consumer Products EMEA has reported that its Looney Tunes licensed food and beverage programme has surpassed two billion products sold to date.
The character brand that encourages an active lifestyle in children was developed five years ago and now boasts more than 250 different product SKUs in the marketplace.
A statement from WBCP EMEA read that many of the major European retailers and consumer packaged partners are in their third deal term with the brand, recognising that the active lifestyle message promoted by the brand is key to the product's success.
Nestle Waters for example has sold 1.52 billion bottles of Looney Tunes Active mineral water - enough to fill 150 Olympic sized swimming pools.
"The market success of the Looney Tunes food licensing programme can be attributed to the rare combination of universal character awareness, the ability of the Looney Tunes brand to peal to boys and girls along with their parents, and the relevance of the get active message which resonates globally," said a released statement from the company.
Bruno Schwobthaler, SVP, sales and business development, WBCP EMEA, said: "What started as a relatively modest initiative has turned into a huge success story and the Looney tunes are now at the top of their game, spreading the get active message in food aisles all over EMEA.
"We are very proud that our brands are playing a role in contributing to the promotion of a more active lifestyle for kids and families.
"The increasing interest we are receiving from food partners and grocery retailers is a sign that our brands are perfect for the direct-to-retail environment and traditional licensing partnerships alike, and will have an even bigger role to play in the coming years."
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.