Looney Tunes programme accelerating, says WBCP

Key developments revealed across all three brand programmes ahead of Vegas expo.
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As it readies for its appearance at Licensing International next month, Warner Bros Consumer Products has unveiled a number of developments across its Looney Tunes franchise.

Ratings for the new-look Looney Tunes Show, which premiered on Cartoon Network in the US on May 3rd, have been strong - more than 2.5 million children tuned in to view the series, achieving a 4.1 rating for boys aged six to 11.

The show is now confirmed to launch across EMEA, with the UK the first European market to roll out, partnering with Boomerang, in September.

Other EMEA markets will follow within 12 months and Looney Tunes licensed products will debut at retail in 2012.

"We're incredibly exciting to be accelerating our Looney Tunes offering," said Paul Bufton, UK general manager, WBCP. "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."

Meanwhile, the Looney Tunes Active programme has seen more than one billion products sold across Europe. Latest launches include the Co-op in Italy rolling out a food DTR in February and Systéme U refreshing its cereal and yoghurt packaging to include an augmented reality concept.

Finally, the Classic Looney Tunes licensing programme continues to do good business in the apparel sector. It accounts for over 50 per cent of the WBCP apparel category created with George at Asda in the UK, while it also forms a significant part of WBCP Spain's deal with the Inditex Group.

"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," said Bruno Schwobthaler, SVP, sales and business development, WBCP EMEA.


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Looney Tunes

Eight decades on from launch, the Looney Tunes are one of the cornerstones of the Warner Bros portfolio. We take a look at how the brand has remained relevant and WBCP's plans for 2011.

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