US: Warner Bros strikes food and apparel deals

Partnerships with Safeway and Crown Crafts revealed, bolstering Looney Tunes programme.
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Warner Bros Consumer Products has sealed a further two licensing deals for its Looney Tunes brand.

First up, the firm has tied with Safeway - one of the largest food and drug retailers in North America - to create a 'better-for-you' line of food products for children.

Animated Looney Tunes characters will be featured on the new Eating Right Kids line of food and beverages (pictured).

An extension of the Eating Right adult line, the new Kids brand will launch later this year, with select products arriving on shelves as early as this summer. The line will initially be carried at over 1,700 Safeway locations through the US and Canada.

In early 2009, Eating Right Kids will also be available nationally via Better Living Brands Alliance - a group of companies formed to meet consumer demand and fuel consistent growth in consumption of organic and health and wellness food and drink.

The product line will feature more than 100 items across 30 categories including breakfast foods, dairy, snacks and beverages. Characters such as Bugs Bunny, Tweety, Taz, Sylvester, Wile E Coyote and Daffy Duck will be featured.

"Using our iconic characters as ambassadors of health and fitness, the Eating Right Kids program helps simplify good nutrition for parents and their children," said Barry Meyer, chairman and CEO at Warner Bros.

Meanwhile, the Looney Tunes characters will also be used in a new line of apparel from Crown Crafts Infant Products. The firm has inked a deal with WBCP for its Baby Looney Tunes brand.

Crown Crafts will offer a line of infant and toddler bedding, blankets, room decor, bibs and bath products. Products will begin to appear from this month.

"We are pleased to partner once again with Warner Bros and be a Baby Looney Tunes licensee," said Nanci Freeman, president and CEO of Crown Crafts. "Today's moms and caregivers strongly identify with the Baby Looney Tunes characters such as Baby Bugs, Baby Taz and Baby Tweety and their unique personalities."


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