adidas, Nestlé Waters, Spanish Basketball Federation – that’s not all folks!

Warner Bros. Consumer Products (WBCP) is proud to announce details of the comprehensive global licensing support programme developed to support Looney Tunes Active!, the brand that uses the iconic Looney Tunes characters as ambassadors of an active lifestyle.

In 18 short months, more than 200 licensees and retailers worldwide have committed impressive on-pack, in-pack and point of sale support across a variety of promotional initiatives to get kids focusing on the fun they can have being active.

WBCP Europe, Middle East and Africa (WBCP EMEA) have led the way with a multi-territory initiative that includes a global deal with adidas who have created a co-branded kids apparel and footwear collection and Nestlé Waters who have renewed their deal in Europe on Nestlé Aquarel plain bottles and have extended the partnership to additional waters brands, products, and territories. Looney Tunes Active! Branding is now featured on different beverage products, under different water brands across Europe, Latin America, and Middle East - leading to millions of bottles around the world.

New and existing products will be supported in the marketplace by a variety of complementary global and country specific brand marketing initiatives including a European Bugs Bunny on Ice show, a regional Looney Tunes-themed shopping mall tour and an all-new Looney Tunes Active! TV Series in France that launches this autumn.

Given Looney Tunes’ natural energy and vigour, sport affiliations are proving to be a natural and very powerful promotional synergy for the brand.

LT Sportparty, a sports road show that runs throughout 2008, was held in major cities in Germany, Austria and Switzerland. Lega Basket in Italy is using the Looney Tunes Active! brand as the basis of an educational sports programme that involves both Italian and European youth basketball teams. The Spanish Basketball Federation (FEB) is using the brand in an initiative entitled Looney Tunes Activasket that encourages children to become more involved in basketball and sport in general. Looney Tunes Active! branded education for schools packs are being widely distributed, and the brand has also achieved a strong presence at international basketball matches increasing consumer awareness across the continent.

Spanish basketball superstar and Beijing Olympic Games Silver Medalist Ricky Rubio, the standout young player on the Spanish Olympic basketball team who actively supports the Looney Tunes Activasket says, “This is a great association that encourages kids to live a more active lifestyle and encourages them to enjoy basketball. It’s a natural role for the Looney Tunes characters after the partnership with Michael Jordan in Space Jam and it is an honour for me to follow in his footsteps. We’re all going to have a lot of fun with Bugs Bunny, Lola Bunny, Daffy Duck, Tweety, Wile E. Coyote and the gang. Together we’re going to make basketball kids’ favourite sport”