Back to School range is up 300 per cent

Warner Bros Consumer Products enjoys growth in Middle East

Warner Bros. Consumer Products EMEA, in partnership with Middle Eastern licensing representative Shooting Stars, will be on-site at Dubai Brand Licensing Fair following a successful period of growth for the firm in the region.

Warner Bros Consumer Products EMEA is seeing growth across all key categories in the region, with Back-to-School up 300 per cent in 2013.

Retailers on board for Back to School in 2013 included Dubai Library who designed, manufactured and distributed licensed products for Batman, Superman, Tweety, Tom and Jerry and Scooby-Doo, to 18 of its own stores with expansion planned for 2014.

Elsewhere, Galeries Lafayette dedicated 70 per cent of its product podiums to Warner Bros. properties, Carrefour UAE promoted in-store Warner Bros. products via a direct mail leaflet that was sent to 50,000 homes across the region and Babyshop carried an exclusive Superman range in all of its 138 stores across the Middle East.

Roy Chacra, Managing Director, Shooting Stars, said, “Warner Bros. properties owned the Back-to-School period in the Middle East in 2013, and became the ‘must have’ choice for families making preparations for the start of the academic year. 

"We owe our success to our incredible licensees and retailers without whom we wouldn’t have been able to achieve these tremendous results. 

"The bar is now set very high and our sights are set on achieving further growth during next year’s programme.”

Also in the region, Warner Bros properties have thrived on the small screen, with local networks airing more than 240 hours of classic Tom and Jerry per month.

Pilar Zulueta, Executive Vice President and General Manager of Warner Bros. Consumer Products EMEA, added, “An outstanding portfolio of classic brands supported by new content, sustained TV exposure and exceptional licensee and retailer relationships are the key factors in our success in the Middle East. 

"In many ways, it’s no longer an emerging market for our business. It has emerged and is developing at such an exciting pace that the results that we have shared today are just the tip of the iceberg for what I believe our business can achieve in the agent markets.”

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