Classic properties propel licensing business - Looney Tunes Supplement

Discount Store News, August 21, 1995

The industry may still be driven by major promotional opportunities, but retailers, licensees and consumers have also become more sophisticated. They look for merchandise with timeless appeal.

Classic Looney Tunes characters exude that timeless quality. Yet, their distinct characteristics allow them to stay in-touch with today's consumer. Each character has his own distinct personality and brings out the best in all of us: wit, intelligence, attitude, curiosity ... and the list goes on.

"Looney Tunes is our number one license. They have been around for 50 plus years. They don't just appeal to children, but to adults too," said Roger Mainor, President of Magnetic Collectibles. Magnetic's Taz/National Football League cross-licensed magnets fly off the shelves. And the company has now expanded its line of 15 Looney Tunes magnets to include Michigan J. Frog and Granny.

WBCP Partners With Licensees

"It wasn't like this in the beginning," said Mainor, referring to five years ago when WBCP first started ramping up its licensing program. "Mass merchants didn't think Looney Tunes would sell. But Warner has done an excellent job of positioning the characters in the marketplace." Harry Haber, President of bathroom products manufacturer Ginsey industries Inc., also said retailers now realize the sales potential of the classic Looney Tunes characters.

Ginsey started selling Looney Tunes bathroom accessories through mass merchants last summer. And the Looney Tunes license actually helped jump start Ginsey's overall business with Target, said Haber.

After five years of trying to get products into Target stores, Ginsey showed buyers the Looney Tunes patterns last summer. They went wild and decided to test the products in select stores. Now, Ginsey supplies assorted soft seats to the chain.

"We're thrilled with the license," said Haber, adding that Ginsey has expanded its Looney Tunes line to include tub mats and child training seats.

WBCP works Closely with its licensees to ensure that products bring out the characters' personalities, yet remain trendy, fashionable and hip.

Looney Tunes are classic and hot, but we can't just put them on auto pilot and hope people keep responding," said George Jones. We need to keep people excited. We're selling fun and entertainment. We're selling Hollywood."