BLE 2014: Warner Bros to pair Puma and Superman in latest co-branding deal

Puma will be paired with the likes of Tom and Jerry and Superman for apparel, accessories and footwear.
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Warner Bros. Consumer Products EMEA has detailed its latest co-branding collaboration with global sports brand Puma.

Puma joins as a partner for the Tom and Jerry and Superman brands for a range of co-branded apparel, accessories and footwear.

The long-term global deal (excluding the U.S. and Canada for Superman, and Chile for Tom and Jerry) grants Puma the rights to create four collections.

The Puma Tom and Jerry products will span child and adult categories, while the Puma Superman collections, also encompassing Superman, Supergirl and Superbaby, will be for children.

The first co-branded Puma collections will launch in spring/summer 2015 and be available at Puma stores and e-commerce sites, department stores, hypermarkets, sports retailers, specialty footwear stores and independents.

Puma is the latest in a series of important co-branding deals for Warner Bros.

Last year saw the birth of a multi-year partnership between Looney Tunes and the National Basketball Association.

Allegre HKM is on board to develop a range of Looney Tunes NBA plush including puppets, cushions and plush key chains featuring iconic characters such as Bugs Bunny, Daffy Duck and Sylvester dressed in NBA team jerseys.

The partnership between Sanrio’s Hello Kitty and DC Comics Super Heroes goes 'from strength to strength', with product lines including apparel at H&M and Benetton soon to be joined by ranges starring DC Comics Super-Villains.

The new series, featuring Hello Kitty styled as Catwoman, Poison Ivy and Harley Quinn, will target girls, women and collectors through a range of licensed merchandise.

“Co-branding opportunities continue to grow with our classic animation franchises and DC Comics Super Heroes," said Pilar Zulueta, executive vice president and general manager, Warner Bros. Consumer Products EMEA.

"The association between sports and energetic characters such as the Looney Tunes or Tom and Jerry is a natural fit for consumers to make the connections very easily. They also reflect our commitment to encouraging sports and activity, particularly amongst children. By putting two brands of global status, such as DC Comics Super Heroes and Hello Kitty, together we are inspiring new products for retailers and consumers. We are very pleased with the impact these co-branding deals have made and are excited to see them evolve and grow over the long term.”

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