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Warner Launches Space Jam Licensing Onslaught

More than 200 licensing partners launching ‘Looney’ collections around the world

Warner Bros. Consumer Products is rolling out the largest collection of Looney Tunes merchandise in decades ahead of debut of Space Jam: A New Legacy.

The mixed animation and live action flick stars basketball star LeBron James playing alongside proven hoop ball talents Bugs Bunny, Lola Bunny, Daffy Duck, and the rest of the Looney Tunes squad.

Starring basketball champion and global icon LeBron James alongside Bugs Bunny, Lola Bunny and the Looney Tunes Squad, the live action/animated adventure is a manic mash-up of two worlds that reveals just how far some parents will go to connect with their kids.

The movie it due to launch in cinemas in North America and the UK on July 16, and will also stream simultaneously on HBO Max in the US only.

“The original Space Jam was a cultural phenomenon when it debuted in 1996, so it’s no surprise that premier partners around the world are inspired by Space Jam: A New Legacy and excited to bring a new collection to a new generation of fans,” said Robert Oberschelp, SVP of franchise management and marketing for Warner Bros. Consumer Products. “We are excited to collaborate with such elite brands to deliver a robust line-up of merchandise that unites the singular style of LeBron James with the iconic fun of the Looney Tunes characters.”

Space Jam is expected to be a tentpole hit for WB over the summer, and licensees have flocked to the brand as more than 200 product lines are expected to be released in the period leading up to the summer release.

Highlights of the licensing program for Warner Bros. Consumer Products include a key collaboration with Nike which will launch a global collection of merchandise featuring LeBron James and various ‘Tune Squad’ characters.

The film is obviously very heavily tied to the toy market, and Moose Toys already launched a wide range of Space Jam toys in April, but Funko will also be releasing a line of its Pop! figurines, in addition to keychains, a board game and 12 Mystery mini figures. Fossil is also releasing a line of collectible accessories and a limited edition box set.

Fashion will be another key category, with partners including H&M in the EMEA region and globally, Primark working in the US and Europe, the sports fan merchandiser Fanatics offering lines in the US, Snipes working in Europe, and finally LPP offering up fashion lines in both the Middle East and Europe.

WB Consumer Products says more fashion partners will be announced prior to the film’s release.

Food and beverage promotions have been secured with the likes of Kraft Heinz, McDonald’s, General Mills and Ferrara Candy Company among others.

Meanwhile, there will be more than 20 book titles in a kid’s oriented publishing program, with Penguin Random House producing movie tie-ins, readers, books and activity books, with book titles from Bendon and Phidal.

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