In an exciting collaboration, Warner Bros. Discovery Global Consumer Products (WBDGCP) has announced a partnership with the International Olympic Committee (IOC) to introduce a consumer products program featuring the beloved Looney Tunes characters. The initiative, set to roll out internationally, will showcase iconic Looney Tunes personalities on Olympics-themed merchandise from premier licensees, starting now and continuing through 2026.
The collaboration extends further as WBDGCP has also joined forces with eight National Olympic Committees (NOCs) across various countries, including the United States, Italy, Australia, New Zealand, Poland, Spain, and Mexico. This collaboration will result in country-specific Olympic Team X Looney Tunes merchandise, along with Paralympic Team X Looney Tunes merchandise for the United States and Brazil.
Across participating countries, WBDGCP will collaborate with licensees spanning various product categories such as fashion and sportswear, toys, collectibles, sporting goods, beauty and grooming, home, and seasonal items. Leading industry names such as Honav USA, Fanatics, Outer Stuff, Franco Mfg., and Accessory Innovations in the United States, among others, have already committed to participating. Similar partnerships have been forged with Jóma in Spain, BIG W in Australia, The Warehouse in New Zealand, Carls Jr., Hockey Exportprint, Regalos Siglo XXI, and Blackstorm in Mexico, Reserva, Grow, Club Comics, Kameleon Bags in Brazil, and others in Poland and Italy. Notable collaborators such as Bioworld, Mad Engine, Freeze, and Isaac Morris have also contributed to the product lineup. Additionally, the WB Shop will stock a selection of officially licensed products.
Robert Oberschelp, head of Warner Bros. Discovery Global Consumer Products, expressed enthusiasm about the partnership, stating, “Sports 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.”
Anne-Sophie Voumard, managing director of IOC Television & Marketing Services, echoed this sentiment, highlighting how the timeless charm of Looney Tunes characters adds to the celebration of Olympic values. She remarked, “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 storied history with sports, dating back to the 1996 Summer Games in Atlanta when a product collection featuring Team USA was introduced. The release of “Space Jam” in the same year further solidified the Tune Squad’s status as sports icons. This legacy continued with the 2021 release of “Space Jam: A New Legacy.”
The collaboration between Warner Bros. Discovery and the International Olympic Committee promises to engage audiences of all ages in a fun and playful manner, inspiring the next generation of fans while celebrating the enduring appeal of the Looney Tunes characters on a global stage.
