Warner Bros. Consumer Products EMEA is celebrating a season of sport with new partnerships aimed at linking brands like Looney Tunes and DC Comics with major sporting events.
New deals include partnerships with the likes of Zara, Carrefour Spain and El Corte Ingles.
Across Europe, Zara has already launched a range of Superman t-shirts for boys, featuring the S-Shield and customised with a choice of country flag artwork.
‘This enables fans to show their support for their home nation, while leveraging the qualities associated with the DC Comics Super Heroes,’ read a statement from the firm.
Carrefour Spain is also on board with the initiative and has launched a collection of Batman t-shirts in the Spanish national colours of red and yellow and featuring the Batman emblem and the words España and The Team.
Meanwhile, Looney Tunes is building on its Looney Tunes Active brand extension – that already includes a successful licensed food and drink programme promoting healthy and active lifestyles – with its partnership with El Corte Inles. The Spanish retailer has created a range of men’s t-shirts depicting the Looney Tunes characters playing football with animated graphics combined with country and team names playing in the World Cup.
WBCP EMEA is supporting the development of Looney Tunes Active with the release of new artwork programmes and a new style guide, Looney Tunes: Football is Fun.
The guide will be available to partners this summer.
Pilar Zulueta, executive vice president and general manager, WBCP EMEA, said: “As a licensor and the custodian of some of the most iconic entertainment brands in history, we work hard to consciously develop narratives for our properties that relate to current market trends and maintain the brands relevance among the broadest range of consumers.
“Sport is a bone fide form of entertainment, and iconic characters such as Superman, Batman and Looney Tunes have the profile and gravitas to drive home the ‘get active’ message.
“Together our brands and sports are a very powerful combination.”