Warner Bros. Consumer Products EMEA (WBCP EMEA) has inked a multi-year Europe-wide deal with Allegre HKM, the first partner to join the Looney Tunes NBA co-branded licensing programme.
WBCP EMEA EVP & GM Pilar Zulueta said in a statement: “Following the success of the first Looney Tunes Active! and Jr. NBA/Jr. WNBA co-branded basketball clinic in London in January, we’re very proud to unveil Allegre HKM as the first partner to join the Looney Tunes NBA co-branded licensing programme. Allegre’s product range brings to life perfectly the logical link between the inherently active Looney Tunes and the NBA in products that are fun and encourage participation in sport and basketball in particular.”
The Shanghai based toy manufacturer is on-board to produce a range of plush that will include puppets, cushions and plush key chains featuring iconic characters like Bugs Bunny, Daffy Duck and Sylvester dressed in NBA team jerseys including the Boston Celtics, Brooklyn Nets, Chicago Bulls, Los Angeles Lakers, Miami Heat and San Antonio Spurs.
“We’re very excited to be collaborating with Warner Bros. and the NBA on this exciting new initiative that combines the active credentials of the iconic Looney Tunes and NBA brands. We will bring all our product development expertise to bear and we are confident that the program will be a commercial success across the whole of Europe,” added Allegre HKM founder and CEO Eugenio Liu.
WBCP EMEA first announced the multiyear partnership with the NBA at Brand Licensing Europe 2013, in the presence of Warner Bros’ characters Bugs Bunny and Daffy Duck, and NBA Legend Gary Payton. The collaboration combines the power of the Jr. NBA/Jr. WNBA and Looney Tunes Active! brands to drive interest and encourage participation in basketball amongst children aged 4-to-12 across EMEA.
The evolving consumer products programme will feature apparel, accessories, toys, games and consumables. The merchandise will integrate the popular Looney Tunes characters with the NBA’s branding, and feature Bugs Bunny, Daffy Duck and other Looney Tunes characters in NBA team jerseys.