Character Licensing

With more than 3,700 active licensees worldwide, we are committed to leveraging our creative resources to promote the health of people and businesses worldwide.

Warner Bros. Consumer Products (WBCP) licenses the rights to names, likenesses and logos for all of the intellectual properties in Warner Bros. Entertainment’s vast film and television library. We look for opportunities to license our characters to promote products and initiatives that benefit society.


A collaboration between the U.S. Department of Health and Human Services, the Ad Council and WBCP, the program is a series of public service announcements designed to address childhood obesity and encourage children and families to lead active and healthy lifestyles. The PSAs feature Warner Bros.’ legendary Looney Tunes characters Bugs Bunny, Daffy Duck, Tweety and Taz.


The naturally energetic nature of the Looney Tunes makes them the ideal ambassadors of an active lifestyle for kids everywhere.  Launched in 2006, Looney Tunes Active! has quickly evolved into one of the world’s most dynamic licensing programs, with WBCP Europe, Middle East and Africa (EMEA) helping to lead the charge.

The global initiative also involves ongoing partnerships with three major league basketball leagues including France’s French Basketball Federation, Germany’s Beko BBL Basketball League and Italy’s Federazione Italiana Pallacenestro. Through mini-basketball tournaments, costume character appearances and team-sponsored events, these leagues continue to encourage kids to maintain an active lifestyle while having fun.

scooby doo logo w sd

Warner Bros. Consumer Products partnered with Cesar Millan, the Millan Foundation and the North Shore Animal League America to host the second annual “National Family Pack Walk” sponsored by Scooby-Doo in Washington D.C.

All proceeds benefitted the Foundation’s continued efforts to help rescue, rehabilitate and re-home abused and abandoned dogs.  In addition, the event highlighted the work of the Mutt-i-Grees educational program – innovative in-school curriculum that builds on children’s affinity for animals and highlights the unique characteristics of shelter dogs.  With over 10,000 in attendance on the National Mall, the event secured media coverage spanning the globe and over $165,000 was donated to the Foundation.