Warner Bros. continues pre-school licence push

Tom and Jerry, DC Super Friends and Baby Looney Tunes all fit infant sector, says firm.
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Warner Bros. Consumer Products is looking to make in-roads in the pre-school sector, with new versions of existing properties.

The firm is confident it can create new pre-school executions for well-known evergreens such as Tom and Jerry, DC Super Friends and Looney Tunes.

With new animation - The Tom and Jerry Show is due to air across EMEA in 2014 - and a fresh toy line from Giochi Preziosi, WBCP says there are huge opportunities for licensees to develop new products aimed at three to six year olds featuring the duo.

GP hero items include Classic Chaos and Tag Team figure assortments (which include a variety of mechanisms from pull-backs to free-rollers and spring loaded figures), Madness Mayhem playhouse play-set and 'pop up' action games.

Tom and Jerry continues to perform well outside of the toy sector, too.

Meanwhile, DC Super Friends is targeted at pre-school boys and is billed as an entry point into the DC Comics universe. The characters all have the same powers of flight, strength, speed and leadership as their grown-up versions, but with play-sets and gadgets designed specifically for a pre-school audience.

New items are constantly being added to Fisher-Price's hugely successful DC Super Friends Imaginext line. It was the best selling item by value for Toys R Us in the UK in 2011, with further Batman and Superman play-sets due in 2013.

Fisher-Price has also developed new motorised vehicles, figures and play-sets, including the new Joker's Fun House and building sets from Trio.

Finally, the range of Baby Looney Tunes characters includes Baby Tweety, Baby Bugs, Baby Taz and Baby Sylvester and aims to attract the parents of babies and infants already familiar with them.

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