TOTAL LICENSING
Tweety is also at the heart of Warner Bros initiatives for this year as Cathy
Guetta has joined the character to develop a new brand. ‘Tweety by Cathy
Guetta’ is aimed at teenagers.
Looney Tunes, too, have new initiatives with an emphasis on sports and physi-
cal activities with Looney Tunes Active programs which applies especially to
beverage and food categories.
In the last eighteen months, over 200 licensees and retailers have supported
the program. In France new programming has been created entitled Des
Baskets dans l’Assiette which has been broadcast on France 3 since October
last year. In addition, Laura Flessel has joined the characters for the Ballestra
operation which enables young fencers from Chilly-Mazarin Club to receive
equipment branded by Looney Tunes.
Beyond the studios, TF1 Licence – part of TF1 Enterprises now manages
over fifty brands for licensing including well-known classics Barbapapa and
Franklin.
Barbapapa has been around since the 1970s and currently has a number of
products aimed at both children and the adults that remember the char-
acters from the first time around. Product lines include plush from Bandai,
confectionery from Haribo and Leblon-Delienne for high-end figurines.
Franklin is also a classic property and will be the subject of a new style guide
following the success of his live music event at the end of last year.
A major property within TF1 Licences portfolio is Ushuaia, based on the
television show that first aired over twenty years ago. The programming in-
volves travelling the world discovering different locations and sites with an
environmentally-friendly theme. TF1 have a number of successful products
in the French market including a strong Ushuaia magazine, outdoor clothing,
watches and sunglasses. In
addition, L’Oreal joined as
a partner fifteen years ago
and have, over the years,
sold more than 20 million
sets of branded shower
gels and deodorants.
On the back of the success,
TF1 launched the Ushuaia
Junior brand which now
includes shower products
from O’Oreal as well as
games, back to school, publishing and toys.
Another French property handled by TF1 is 1000 Bornes. Based on a game
show developed in the 1950s, TF1 have brought the brand up to date and
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