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TOTAL LICENSING
WARNER BROS SPAIN FOCUS ON CLASSICS FOR 2009
“In a year with a relatively light theatrical slate, our strategy to create and launch an exclusive collection of products in
is to focus on the studios portfolio of iconic evergreen the market by Q4 2009 and all of 2010 and with an option
brands and clip licensing which is an increasingly important of 2011.” Says Lopez.
area of our business,” said Alfredo Lopez, General Manager, Spain is also the number one
Warner Bros Consumer Products Spain (pictured with European market for Baby
Batman). Looney Tunes. “Our objective
is to maintain the brand’s suc-
cess throughout all of 2009
and 2010, especially following
the excellent TV ratings that
have been achieved.”
Moving outside the Looney
Tunes brand, Harry Potter is
a massive opportunity for the
business with three movies
and three DVDs in three years
plus the opening of a dedicat-
ed Harry Potter theme park
in Florida and a global tour-
ing Harry Potter exhibition.
“The development of Looney Tunes in all its incarnations; Following the success of The
Looney Tunes Active, Activasket, Baby Looney Tunes and a Dark Knight, superheroes are
character specific strategy for Tweety is a key area of de- still high on the agenda. A new
velopment for the Spanish market in 2009. Batman TV series, Brave and
WBCP launched the Bold will launch on
the Looney TVE and RTP (local Spanish and Portuguese broad-
Tunes Active casters) in 2009. Mattel, WBCP’s toy partner, will
program across cover retail with a wide range of toys in Christmas
Europe in 2007 09 and other licensees are currently being recruit-
with retailers ed.
and consumers Spain is also a significant market for Clip Licens-
responding posi- ing and this is an area ripe for exploitation. “The
tively to the con- Warner Bros. studio has an incredible heritage. The
cept of using the breadth and depth of assets coupled with a prob-
key characteris- lem solving mentality means that we can work with
tics of the Loo- the client to find the perfect creative concept for
ney Tunes Active their campaign. We’ve proved this recently with our
characters to partnerships with Sociedad Regional de Turismo
promote an ac- del Principado de Asturias on Yogi Bear, Batman
tive lifestyle to and Movistar and King Kong
children. Looney Tunes Active is now a fully established li- and Burn Energy Drink (Coca
censed property, and over the coming months Spain will Cola). With a number of
be focusing on developing a comprehensive licensing range key deals in the pipeline,
featuring a wide range of products with an active compo- 2009 is going to be a
nent to them. very interesting year
Says Lopez, “We are making further resource investment for clip licensing in
in the Looney Tunes Activasket program that we developed the Spanish mar-
with the Spanish Federation of Basketball (who own the ket.”
Spanish team rights). We are running a primary school
event in over 9,000 schools with the support of Spain’s
most talented player and child prodigy in this sport: Ricky
Rubio. A cross licensing product line will also hit the mar-
ket in time for back to school 2009.”
Tweety continues to make waves in the Spanish market and
2009 will see the roll-out of a licensing program supported
by Spanish pop star Chenoa. “This program’s objective is
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