IOC and Warner Bros. Discovery Global Consumer Products announce Looney Tunes licensing agreement
The International Olympic Committee (IOC) has announced a global licensing agreement with Warner Bros. Discovery Global Consumer Products (WBDGCP) that will see beloved Looney Tunes characters featured in a collection of official Olympic-licensed products.
The agreement forms part of the IOC’s global licensing programme – a direct result of Olympic Agenda 2020+5 – which aims to strengthen and promote the Olympic brand, not only during the Olympic Games, but between the Games as well.
Beloved characters such as Bugs Bunny, Lola Bunny, Daffy Duck, Wile E. Coyote and Tweety will now feature in a range of consumer products developed with official licensees.
Through the licensing collaboration with Warner Bros. Discovery Global Consumer Products, the timeless charm of the 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.
The Looney Tunes characters have a long association with sport, including their starring role in the 1996 blockbuster Space Jam and its 2021 sequel Space Jam: A New Legacy, as well as a past product collection featuring Team USA that debuted during the Olympic Games Atlanta 1996.
Sport is in the DNA of the Looney Tunes, and there is no bigger sports stage than the Olympics. 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.
A tangible connection to the Games
The licensing agreement between the IOC and WBDGCP is the latest development in the IOC’s global licensing programme – an initiative driven by Olympic Agenda 2020+5 that aims to engage and connect fans through official Olympic merchandise.
The Looney Tunes products will form part of The Olympic Collection, which aims to engage a young and active audience through unique branded products such as apparel, toys and games, bags, stationery items and sports equipment.
The IOC’s core licensing programmes also include the Olympic Heritage Collection, which offers products featuring art and design elements from previous Games editions, such as apparel, mascots and accessories, connecting fans and collectors with the rich heritage of past Olympic Games. In addition, the Olympic and Paralympic Games Collections celebrate each upcoming edition of the Games, and include a wide range of accessories, souvenirs, fan gear and apparel.
Through the sale of official merchandise, collectibles and souvenirs, the Olympic licensing programmes offer fans a tangible connection to the Olympic Games and the Olympic values.
Olympic teams and Looney Tunes
In addition to its agreement with the IOC, WBDGCP has partnered with the Organising Committees for the Olympic Games in the United States of America and Italy, and with the National Olympic Committees in Australia, New Zealand, Poland, Spain and Mexico to create country-specific Looney Tunes merchandise for each Olympic team. It also created Paralympic team merchandise for the USA and Brazil.
In each country, WBDGCP will work with licensees across product categories, including fashion and sportswear, toys, collectibles, sporting goods, homeware, and beauty and grooming.