LICENSING NEWS

Warner Bros. and NBA announce co-branding initiative

Published on: 17th October 2013

Warner Bros. Consumer Products EMEA has announced a multi-year partnership with the National Basketball Association (NBA) to launch a joint initiative featuring the iconic Looney Tunes characters.WBCP-NBA-Exec-shot300

The partnership will span consumer products, events and promotional campaigns in Europe, Middle East and Africa. The partnership was announced at Brand Licensing Europe 2013 in London, in the presence of Warner Bros.’ characters Bugs Bunny and Daffy Duck, and NBA Legend Gary Payton.

The partnership will combine the power of the Jr. NBA/Jr. WNBA and Looney Tunes Active! brands to drive interest and encourage participation in basketball amongst children aged 4-to-12 across EMEA. The programme will feature apparel, accessories, toys, games and consumables. The products will integrate the popular Looney Tunes characters with the NBA’s branding, and feature Bugs Bunny, Daffy Duck and other Looney Tunes characters in NBA team jerseys.

Pilar Zulueta, executive vice president and general manager of WBCP EMEA, said: “Looney Tunes Active! has been widely successful in communicating the importance of living an active lifestyle to children. The partnership with the NBA provides us with direct access to a vast new audience and an opportunity to leverage our iconic Looney Tunes characters to promote the importance of living an active lifestyle through basketball.  ‘Cool Characters, Hot Hoops’ is a fun, interactive initiative, and the partnership with the NBA, one of the most respected sports brands in the world, can only serve to drive Looney Tunes Active! to even greater heights.”

Benjamin Morel, senior vice president of NBA Europe, added: “The NBA is committed to growing grassroots basketball internationally through the Jr. NBA/Jr. WNBA programme. This multi-faceted partnership with Warner Bros. Consumer Products is an ideal brand-match for the NBA and through the association with the globally recognised Looney Tunes characters, will help grow participation in a fun way while promoting the benefits of leading a healthy lifestyle through basketball.”

A key aspect of the partnership will see Looney Tunes Active! and Jr. NBA/Jr. WNBA co-branded basketball clinics take place at select NBA events in Europe. Children will have the opportunity to take part in clinics featuring NBA personalities and the Looney Tunes characters, experiencing first-hand the fun and active-lifestyle benefits that basketball offers, while learning the fundamentals of the game.

Special instructional vignettes will also bring the partnership to life. Featuring Looney Tunes characters, the vignettes will focus on basketball fundamentals, breaking down the technical elements of the game in a fun and entertaining way.

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