By Gary Symons
TLL Editor in Chief
The gang from Looney Tunes will be going “faster, higher, and stronger,” together with the International Olympic Committee.
“Through the licensing collaboration with Warner Bros. Discovery Global Consumer Products, the timeless charm of Looney Tunes characters will add to our celebration of the Olympic values: the power of sport, the power to create friendships, to cultivate respect and to bring the world together in the pursuit of excellence,” said Anne-Sophie Voumard, Managing Director of the IOC’s Television & Marketing Services.
The IOC and Warner Bros. Discovery Global Consumer Products (WBDGCP) announced a joint consumer products program featuring the Looney Tunes characters. The global campaign will see new products beginning to roll out now through 2026.
As well, Warner Bros. Discovery’s Looney Tunes characters will take starring roles on Olympics-themed products from premier licensees.
Additionally, WBDGCP has partnered with eight National Olympic Committees (NOCs) from eight countries including the United States of America, Italy, Australia, New Zealand, Poland, Spain, and Mexico to create country specific Olympic Team X Looney Tunes merchandise, plus Paralympic Team X Looney Tunes merchandise for the United States and Brazil.
In each country, WBDGCP says it will work with licensees across all major product categories including Fashion and Sportswear, Toys, Collectibles, Sporting Goods, Beauty and Grooming, Home and Seasonal.
Licensees and retailers currently signed on to participate include leading trading pin manufacturer Honav USA, Fanatics, Outer Stuff, Franco Mfg., Accessory Innovations, Ferrara Candy Company and more in the United States; Jóma in Spain; BIG W in Australia; The Warehouse in New Zealand; Carls Jr., Hockey Exportprint, Regalos Siglo XXI, Blackstorm in Mexico; Reserva, Grow, Club Comics, Kameleon Bags in Brazil, others in Poland and Italy. Bioworld, Mad Engine, Freeze, and Isaac Morris have also collaborated on product. In addition, the WB Shop will carry a selection of officially licensed products.
“Sports is in the DNA of the Looney Tunes and there is no bigger sports stage than the Olympics,” said Robert Oberschelp, Head of Warner Bros. Discovery Global Consumer Products. “The Looney Tunes embody the spirit of the Olympics and exemplify teamwork, camaraderie, athleticism, and competition making them an ideal licensing partner for the IOC.
“Together the products collection will engage audiences of all ages in a fun and playful way and hope to inspire the next generation of fans.”
The collaboration with the Looney Tunes brand came about because it is seen as having a long and well-known association with sports, including a past product collection featuring Team USA that debuted during the 1996 Summer Games in Atlanta. The year 1996 also introduced fans to the popular film Space Jam, in which the Tune Squad hit the floor with basketball legends like Michael Jordan, Larry Bird and Patrick Ewing, among others. The film led to the 2021 sequel Space Jam: A New Legacy.
Warner Bros. Discovery Global Consumer Products says the program is ongoing, and it continues to invite licensees to join the program and help the company reach Olympics fans around the world.