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Warner Bros boosts its classic brands

The company launches the WB True Classics umbrella brand


Warner Bros. Consumer Products EMEA (WBCP EMEA) has announced the launch of WB True Classics, an umbrella brand designed to boost the presence of Warner Bros.’ entertainment portfolio of classic animation, television and movie brands at retail throughout the EMEA region (Europe, Middle East and Africa).

WB True Classics “provides partners with the opportunity to present the Warner Bros. classic licensed products that they list in a highly branded, cohesive way, enhancing the consumer shopping experience and positively impacting sales,” according to the company, that will be offering retailers new packaging and store-in-store POS actions to highlight licensed items.

Pilar Zulueta, Executive Vice President and General Manager at WBCP EMEA, explained that this brand “has been developed as an opportunity for our retail partners in the EMEA region who use our vast archive to continuously refresh their collections, often listing multiple properties simultaneously whilst carrying different product lines for each of these brands, too.”

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