Warner Bros Consumer Products and the French Federation of Basketball have inked a three-year collaboration agreement to develop a series of marketing and commercial initiatives based on the Looney Tunes Active programme.
The new deal is just one of a number of initiatives undertaken by WBCP for the Looney Tunes Active brand.
Over the last 18 months, the firm has developed completely new art programmes, a new TV show with 50 mini-episodes, retail promotions and marketing campaigns to support Looney Tunes Active.
Already more than 200 companies are using the new artwork, which features the characters in various active poses - general and sport related.
"We are proud and excited by this new partnership that fits perfectly well in our Looney Tunes Active programme," said Anoush Kevorkian, executive director of WBCP France. "This unprecedented partnership with the FFBB is bringing together the best of entertainment and basketball in a natural and fun way that will be very appealing to kids and families."
The first run of initiatives will be revealed on May 17th during the French cup final at Paris Bercy Omnisport Palace.