IOC and Warner Bros. Discovery Global Consumer Products Join Forces for Looney Tunes Olympic Licensing Agreement

The International Olympic Committee (IOC) has announced an exciting collaboration with Warner Bros. Discovery Global Consumer Products (WBDGCP) that will bring the beloved Looney Tunes characters to a collection of official Olympic-licensed products. This partnership aims to celebrate the Olympic values while engaging fans of all ages through a range of branded merchandise.

The IOC's Managing Director of IOC Television & Marketing Services, Anne-Sophie Voumard, expressed her enthusiasm for the licensing collaboration, stating, "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-standing association with sports, notably highlighted in the blockbuster films "Space Jam" (1996) and its recent sequel "Space Jam: A New Legacy" (2021). Furthermore, the characters were previously featured in a product collection dedicated to Team USA during the 1996 Olympic Games in Atlanta. Their vibrant personalities perfectly embody the spirit of the Olympics, emphasizing teamwork, camaraderie, athleticism, and healthy competition.

This licensing agreement marks a significant milestone in the IOC's global licensing program, which aims to engage and connect fans through official Olympic merchandise. The Looney Tunes products will be an integral part of The Olympic Collection, offering a wide range of branded items such as apparel, toys, games, bags, stationery, and sports equipment. With a particular focus on engaging a young and active audience, this collection aims to captivate fans of all ages, providing them with unique and appealing merchandise that resonates with the Olympic spirit.

In addition to The Olympic Collection, the IOC's licensing program includes the Olympic Heritage Collection. This collection pays tribute to previous Games editions, featuring products inspired by their art and design elements. By offering apparel, mascots, and accessories from past Olympic Games, fans and collectors can connect with the rich heritage of the Olympic movement. Moreover, the Olympic and Paralympic Games Collections celebrate each upcoming edition of the Games, offering a diverse range of accessories, souvenirs, fan gear, and apparel.

The IOC's licensing programs provide fans with a tangible connection to the Olympic Games and the core Olympic values. By purchasing official merchandise, collectibles, and souvenirs, fans can demonstrate their support for the Games while immersing themselves in the Olympic spirit. These products serve as lasting mementos and reminders of the power of sport, friendship, respect, and excellence.

In addition to the collaboration with the IOC, WBDGCP has formed partnerships with various Olympic Committees and National Olympic Committees worldwide. These partnerships enable the creation of country-specific merchandise for each Olympic team, fostering a sense of national pride and unity among athletes and supporters. The countries involved in this initiative include the United States of America, Italy, Australia, New Zealand, Poland, Spain, and Mexico. Furthermore, WBDGCP has also developed Paralympic team merchandise for the USA and Brazil.

Within each country, WBDGCP will collaborate with licensees across multiple product categories, including fashion and sportswear, toys, collectibles, sporting goods, homeware, and beauty and grooming. This collaboration will ensure that fans and supporters of each Olympic team have access to a wide range of merchandise that not only embodies the spirit of their respective nations but also captures the essence of the Olympic Games.

The partnership between the IOC and Warner Bros. Discovery Global Consumer Products brings together the timeless charm of the Looney Tunes characters and the global appeal of the Olympic Games. Through this licensing agreement, fans of both the Looney Tunes and the Olympics can celebrate their shared values and engage with the Games through a vibrant and diverse range of official merchandise. This collaboration aims to inspire the next generation of fans while fostering a sense of unity and excitement surrounding the Olympic movement.

Photo credit: IOC website