Looney Tunes Lovables: soft and irresistible, Looney Tunes Lovables are the brightest and boldest new arrivals in the baby business - Looney Tunes Supplement

Discount Store News, August 21, 1995

They're different, adorable, whimsical, lovable and 100% Looney Tunes.

Launched last spring, the Lovables cast includes: Baby Tweety. Baby Bugs, Baby Sylvester, Baby Taz, Baby Daffy, Baby Road Runner & Baby Wile E. Coyote. Merchandise targets new-borns to three-year-olds, with first-time moms and female gift purchasers as the primary target customers. Looney Tunes Lovables are so huggably delightful that 89% of expectant moms are strongly interested in the merchandise. It's like bringing childhood friends home to baby.

"Lovables are just as cute as can be, but they still have an edge (like the classic characters)" said Barbara Sims.

Retailers are reporting phenomenal sales as Looney Tunes Lovables merchandise continues to fly off shelves. in fact, sell-through of initial product shipments averaged 30-40% per week.

Consumers Love Lovables

"In focus groups, parents told us they like Looney Tunes Lovables because they seem like real babies," said Holly Waddell, Director of Marketing at Gerber Childrenswear.

Master Lovables licensee Gerber Childrenswear and Gerber Products has experienced enormous success with the new brand.

"Business is excellent -- far exceeding our expectations," said Susan Hinshaw, Group Manager for Gerber Products. "The best selling characters are Bugs and Tweety. Bugs is the classic and Tweety is just always sweet," she said.

But Gerber is far from the only licensee reporting excellent sales of Lovables merchandise. Steve Marcus, Operations Manager for area rug manufacturer General Industries, said Lovables rugs are some of the company's most popular items. The company offers nine different Lovables designs as well as several classic Looney Tunes rugs.

And this fall, Tyco will roll out about 15 new lovable toys for babies, toddlers and preschoolers, said Mark Ciano, Senior Product Manager at Tyco.

The new Lovables toy line should be an instant hit. "They are the same characters Mom and Dad grew up with. But the poises and expressions are so cute," Ciano said.

Tyco is considering teaming up with Lovables licensees for cross-merchandising opportunities. There's a lot of potential there," he said.