With more than 3,700 active licensees 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. These include such world-renowned icons as the Looney Tunes, Harry Potter, Scooby-Doo, DC Comics’ Batman and Superman, as well as Hanna-Barbera properties, including The Flintstones, The Jetsons and Tom & Jerry, and classic film properties such as Gone with the Wind and The Wizard of Oz.
Warner Bros. Consumer Products looks for opportunities to license or donate its characters to promote products, behaviors, or initiatives that benefit society and youth in particular.
FIRST LADY MICHELLE OBAMA’S “LET’S MOVE” INITIATIVE
Warner Bros. Consumer Products signed the Looney Tunes to participate in First Lady Michelle Obama’s “Let’s Move!” initiative. 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 (PSAs) 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.
LOONEY TUNES ACTIVE!
Looney Tunes Active! is a global initiative which features the iconic characters as ambassadors of an active lifestyle for children The naturally energetic nature of the Looney Tunes, one of their defining characteristics, makes them the ideal ambassadors of a more 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.
WBCP and Looney Tunes, including Bugs Bunny, Tweety, Daffy Duck, Wile E. Coyote, Sylvester, and Taz, continue to promote an active lifestyle with extended and ongoing partnerships with three major league basketball teams through the Looney Tunes Active! global initiative for kids across Europe. Featuring the iconic characters as fitness ambassadors for children, the major league basketball teams, including France’s French Basketball Federation, Germany’s Beko BBL Basketball League, and Italy’s Federazione Italiana Pallacenestro, are in the game and continue to encourage kids to maintain an active lifestyle while having fun, and promote the Looney Tunes Active initiative with mini-basketball tournaments in schools and at local events, as well as costume character appearances at games and team-sponsored events.
PROMOTING HEALTHY EATING
As Warner Bros. Consumer Products continues its ongoing effort to promote healthy and active lifestyles for kids across Europe, Tom and Jerry have also partnered with well-known German chef Stefan Marquard to teach kids how to cook and eat healthy. The collaboration has cooked up various efforts, including a six-city tour throughout Germany, and events such as the Rewe Family: Das Sommerfest.
CESAR MILLAN FOUNDATION
Warner Bros. Consumer Products partnered with Cesar Millan and the Millan Foundation to host the first annual “National Family Pack Walk” sponsored by Scooby-Doo in Los Angeles on October 30, 2011. All proceeds benefitted the Millan’s Foundation 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 thousands in attendance, the event secured media coverage spanning the globe and over $170,000 was donated to the Foundation.