Warner Bros. Consumer Products is joining forces with Polish retailer Biedronka to bring Tom and Jerry, Scooby-Doo and Looney Tunes to the grocery aisles.
Teaming once again with the leading Polish retail chain, a complete range of products inspired by the classic Warner Bros. brands will launch in-store across grocery, dairy, personal care and confectionery categories.
In support of the new launch, Biedronka will install dedicated artwork across its stores as well as host a number of meet and greet events with costume characters.
The Polish retail giant is also planning to launch a standalone min-site to promote the new range.
Warner Bros. will also be revisiting the augmented reality element that made the first in-store tie-up such a success when Zappar introduced an AR aspect to POS materials including flyers, posters, price labels and the main product catalogue.
“We are excited to expand our partnership with Biedronka to bring more of our beloved classic characters in fun products and ranges to kids in Poland,” said Paul Bufton, senior vice president, licensing and business development, Warner Bros. Consumer Products EMEA.
The campaign and new products launch will run across Biedronka’s 2,500 Polish stores.
With sites in over 900 cities and towns across the country, Biedronka has been awarded the prestigious Superbrands title five times and also ranked third among the ‘most precious’ Polish brands.
The retailer has plans to extend its armada of stores to 3,000 by the end of 2016.