Warner Bros. Consumer Products partners with Maxx Marketing

Mon, Oct 09, 2017
Warner Bros. Consumer Products Partners with Maxx Marketing to create Global Development and Manufacturing Management Solution for the Plush and Soft Body Doll Category

BURBANK, Calif. and HONG KONG — Driving for deeper consumer engagement, Warner Bros. Consumer Products (WBCP) announces a multi-year global agreement granting Maxx Marketing (Maxx) rights to the Studio's portfolio of brands, including Looney Tunes, Hanna-Barbera, DC Entertainment and J.K. Rowling's Wizarding World.

Maxx will act as WBCP's plush sourcing partner, providing a turnkey system that spans the development, manufacturing and distribution of product lines to WBCP's retail partners globally. Over the past two decades, WBCP and Maxx have successfully collaborated on numerous projects that increased consumer engagement and revenue for leading brands and franchises.

"We are excited to join forces with Maxx to forge new and innovative collaborations between our licensees and retail partners.  This new venture enables us to rapidly and exponentially grow our plush business around the world," said Julian Montoya, senior vice president, Global Toys, WBCP.  "The energy that the Maxx team brings to our business, combined with the strength of WBCP's portfolio of brands, will allow us to quickly realize our strategic goals in this space."

Michael Kwan, CEO of Maxx commented, "We are honored to be a part of this strategic initiative. The synergies combined with our global supply solutions platform will quickly prove to benefit all WBCP licensees and distributors, creating an agile model that will result in considerable cost savings, product integrity, and speed-to-market. Warner Bros. has created some of the coolest films and characters for almost a century, the opportunity to leverage a portfolio of some of the world's most recognizable characters is an enormous privilege."


ABOUT WARNER BROS. CONSUMER PRODUCTS
Warner Bros. Consumer Products (WBCP), a Warner Bros. Entertainment Company, extends the Studio's powerful portfolio of entertainment brands and franchises into the lives of fans around the world.  WBCP partners with best-in-class licensees globally on an award-winning range of toys, fashion, home décor, and publishing inspired by franchises and properties such as DC, J.K. Rowling's Wizarding World, Looney Tunes and Hanna-Barbera. The division's successful global themed entertainment business includes groundbreaking experiences such as The Wizarding World of Harry Potter and Warner Bros. World Abu Dhabi (opening 2018). With innovative global licensing and merchandising programs, retail initiatives, promotional partnerships and themed experiences, WBCP is one of the leading licensing and retail merchandising organizations in the world.

ABOUT MAXX
Maxx Marketing, a WPP Group company, is a full-service, end-to-end global licensing and merchandising solutions provider.  As an industry leader with specialized skills in monetizing IP and extending entertainment properties through thoughtful, innovative and authentic products, Maxx delivers the highest value return for some of the world's most recognizable brands.  In addition to its brand marketing agency DNA, Maxx has seven creative hubs, an R&D center, insights-led product development capabilities, and total supply chain infrastructure, enabling turnkey product solutions in over 120 markets worldwide.  Learn more about Maxx Marketing at www.maxx-marketing.com

CONTACT INFO
Annie Kwan: annie.kwan@maxx-marketing.com
Janice Aguilar-Herrero: janice.aguilar-herrero@warnerbros.com