LICENSING NEWS

Warner Bros. launches True Classics umbrella brand

Published on: 10th October 2013

Warner Bros. Consumer Products EMEA (WBCP EMEA) has launched WB True Classics, an umbrella brand designed to boost the presence of Warner Bros.’ iconic entertainment portfolio of classic animation, television and movie brands at retail throughout the EMEA region.WB-True-Classics300

WB True Classics provides partners with the opportunity to present the Warner Bros. classic licensed products that they list in a highly branded, cohesive way, enhancing the consumer shopping experience and positively impacting sales.

Pilar Zulueta, EVP and general manager, WBCP EMEA said: “WBCP is a one-stop-shop for iconic and timeless brands. WB True Classics has been developed as an opportunity for our retail partners in the EMEA region who use our vast archive to continuously refresh their collections, often listing multiple properties simultaneously whilst carrying different product lines for each of these brands, too. We are always looking for exciting new ways to offer our retail partners the opportunity to feature more of our timeless brands within their retail environment and so WB True Classics was born.”

From on-trend packaging that enables retailers to stock garments on tables in high volume boxes through to fully-branded store-in-store POS executions, WB True Classics will serve to help WB brands stand out in competitive and often crowded retail environments. By working in tandem with retailers to improve in-store signage and product presentation, the consumer shopping experience is immediately more enjoyable and the potential for sales increases further.

Zulueta continues: “WBCP isn’t a single property licensor. Our archive is vast and we are very privileged to be able to offer our partners access to an immense library that contains scores of iconic, highly commercial classic properties. At the same time, we recognise that with this unique opportunity comes the responsibility to offer our support and expertise when it comes to brand marketing. WB True Classics is a great example of how we listen to our valued retail partners and respond with a solution that enhances the consumer experience.”

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