Warner Bros.’ Looney Tunes licence ramps up activity in food aisles across EMEA

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Looney Tunes: top character licence in EMEA

Looney Tunes: top character licence in EMEA

Warner Bros. Consumer Products EMEA (WBCP EMEA) reports its Looney Tunes brand is now the biggest licensed character food and beverage programme in the EMEA region with over 2bn products sold to date.

Currently exhibiting at Licensing Expo 2013, 18-20 June 2013, WBCP reports the Looney Tunes brand, which encourages an active lifestyle, is cooking up a storm in food aisles across Europe.

In just five years, the Looney Tunes licensed food and beverage programme is reported to have become a multi billion-unit sales phenomenon. Two billion licensed products have been sold with more than 250 different product SKUs out in the marketplace, each claimed to be helping to encourage a better-for-you lifestyle among children and parents.  

Nestlé Waters has sold over 1.5bn bottles of Looney Tunes branded water

Nestlé Waters has sold over 1.5bn bottles of Looney Tunes branded water

Major European retailers and consumer packaged partners, including Système U in France, Ülker in Turkey, Aldi in Germany, and Coop in Italy, have recognised the active lifestyle message promoted by the Looney Tunes characters is a key ingredient in the success of their product and private label ranges, WBCP reports. Nestlé Waters has sold 1.52bn 100% recyclable bottles of Looney Tunes Active mineral water. Add the partnership programmes with multiple sport federations and leagues into the mix and you have the EMEA region’s biggest and widest-ranging character licensed food and beverage programme, the company claims.

The market success of the Looney Tunes food licensing programme in developed, as well as emerging markets, can be attributed to the rare combination of universal character awareness, the ability of the Looney Tunes brand to appeal to boys and girls along with their parents, and the relevance of the “get active” message which resonates globally, WBCP said. The Looney Tunes characters are active by nature and therefore perfect ambassadors to encourage kids and families to adopt better-for-you lifestyle habits without lecturing to them, the company says.  

Get active message resonates globally

Get active message resonates globally

“What started as a relatively modest initiative has turned into a huge success story and the Looney Tunes are now at the top of their game, spreading the ‘get active’ message in food aisles all over EMEA,” said Bruno Schwobthaler, senior vice president, sales and business development, WBCP. 

“We are very proud that our brands are playing a role in contributing to the promotion of a more active lifestyle for kids and families. The increasing interest we are receiving from food partners and grocery retailers is a sign that our brands are perfect for the direct-to-retail environment and traditional licensing partnerships alike, and will have an even bigger role to play in the coming years.”