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WBCP readies for summer takeover with Space Jam: A New Legacy

More than 200 premium partners prepare to launch collections around the world for upcoming movie.

Warner Bros. Consumer Products will roll out the largest Looney Tunes merchandise collection in decades ahead of the new movie, Space Jam: A New Legacy.

Starring basketball champion and global icon LeBron James alongside Bugs Bunny, Lola Bunny and the Looney Tunes Squad, the live action/animated adventure is a manic mash-up of two worlds that reveals just how far some parents will go to connect with their kids.

The movie it due to launch in cinemas in the US and the UK on 16 July, while it will also stream on HBO Max in the US for 31 days from theatrical release.

“The original Space Jam was a cultural phenomenon when it debuted in 1996, so it’s no surprise that premier partners around the world are inspired by Space Jam: A New Legacy and excited to bring a new collection to a new generation of fans,” said Robert Oberschelp, svp of franchise management and marketing for Warner Bros. Consumer Products. “We are excited to collaborate with such elite brands to deliver a robust line-up of merchandise that unites the singular style of LeBron James with the iconic fun of the Looney Tunes characters.”

Highlights of the programme include a collaboration with Nike which will launch a global collection of merchandise featuring LeBron James and favourite Tune Squad characters.

Fashion will be a key category – in EMEA, fashion partners include H&M (Worldwide), Primark (US and Europe), Fanatics, Snipes (Europe) and LPP (Europe, Middle East) with more to be announced.

Fossil will release an exclusive Space Jam by Fossil capsule collection featuring collectable accessories and a limited edition box set, while, when it comes to toys, Moose Toys launched a range of Space Jam: A New Legacy-inspired toys in April. Funko will also be releasing nine Pop! figures, as well as keychains, a board game and 12 Mystery minis.

Food and beverage promotions have been secured with the likes of Kraft Heinz, McDonald’s, General Mills and Ferrara Candy Company among others.

Meanwhile, there will be more than 20 titles in the publishing programme with Penguin Random House producing movie tie-ins, readers, books and activity books, while there will also be titles from Bendon and Phidal.

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