It’s been 71 years since Gene Kelly danced onto the big screen in Singing in the Rain, and 22 years since the magical world of Harry Potter flew into theaters to kick off one of the most profitable movie franchises in history. And it’s been 100 years since Harry, Albert, Sam, and Jack Warner officially founded a movie studio that would go on to produce some of pop culture’s most enduring movie and TV titles.
Today’s kids may not have been alive when the The Lord of the Rings movies debuted in theaters or when Friends aired its final episode, but the cultural impact of Warner Bros.’ tentpole franchises means that collectors and toy lovers of all ages are part of the celebration for Warner Bros.’ 100th anniversary.
According to Robert Oberschelp, General Manager of North America and Senior Vice President of Global Franchise Management and Brand Product at Warner Bros. Discovery, the consumer products team had a few goals when designing and releasing merchandise for the centennial celebration. These included honoring the studio’s long and varied history, appealing to all Warner Bros. fans, and telling a cohesive story throughout the year.
“We’re going to do everything from high-end runway to our mass and value,” Oberschelp says. “We want to make sure that everybody gets a piece of history and [can] be able to celebrate with us.”
While the year-long “WB100” celebration is a cross-category program, companies in the toy and collectibles space are staple partners for Warner Bros. One of the major themes in the anniversary collection is a selection of mash-up products featuring the Looney Tunes characters dressed as characters from other Warner Bros. properties, such as Scooby-Doo, Casablanca, and DC Comics.
As Oberschelp explains, these classic cartoons felt like a natural fit for this intellectual property crossover. “I would say Looney Tunes is synonymous with Warner Brothers…” he says. “[The crossover] is not something that we do lightly. So this moment is one where you’ve got to get it now, or you’re not going to get it.”
Multiple toy partners have already released products within this collection, including Funko, Mattel, Monogram International, and Headstart International.
McFarlane Toys also relaunched its Movie Maniacs series with WB100 figures, ranging from Bugs Bunny dressed as Superman to Alan Garner from The Hangover and Ted Lasso. “While, historically, this brand was centered around the horror genre, we wanted to bring it back bigger and better than ever, with a fresh new take …” says Stephan Tetrault, COO of McFarlane Toys “The breadth of content Warner Brothers has given us access to for this program is incredible.”
“We want to make sure that everybody gets a piece of history and [can] be able to celebrate with us.”
– Robert Oberschelp, Warner Bros.
Throughout this anniversary year, Warner Bros. plans to appeal to fans and families through a variety of licensing partnerships for products, events, and experiences. Peter van Roden, Senior Vice President of Global Themed Entertainment at Warner Bros. Discovery, says that the company prioritized finding the right partners for this occasion.
“With this major milestone, it was imperative that we’re reaching a global audience and working alongside licensees who appreciate the importance of storytelling to help us capture the spirit and legacy of Warner Bros. in a meaningful way,” he says.
Ultimately, Oberschelp says that Warner Bros. stands apart as a studio because of its cross-generational appeal, which is something the consumer products team centered on when working on the anniversary toys and collectibles, especially the mash-ups.
“We have the ability to tap into all the generations, all of the fans, all of the genres, and the ability to cross those…” he says. “It’s just a way for us to bring the generations together and close that gap between the great-great-grandchild and a great-great-grandmother or grandfather. It’s being able to have those connection points and the ability for the older generation to introduce a younger, and vice versa.”
WARNER BROS. 100TH-ANNIVERSARY TOYS
FUNKO
Looney Tunes x Scooby-Doo Mash-Up Pop! Figures | Ages: 3+ | MSRP: $11.99-29.99 | Available: Now
“Puddy tat” meets “Rooby-Dooby-Doo” for this series of crossover collectibles, which depict Looney Tunes characters dressed as the Mystery Inc. gang from Scooby-Doo.
HEADSTART INTERNATIONAL
WB100 7-inch Mashups Collector Figures | Ages: 5+ | MSRP: $14.99 | Available: Now
This collection of articulated figures features Looney Tunes characters cosplaying as characters from The Wizarding World and DC Comics, such as Lola Bunny in a Ravenclaw robe (pictured).
MATTEL
WB100 Hot Wheels Themed Entertainment Assortment | Ages: 3+ | MSRP: $2.49 | Available: Now
These collectible die-cast cars combine the Looney Tunes characters with vehicles from various Warner Bros. properties, including Batman and Scooby-Doo.
MCFARLANE TOYS
WB100: Bugs Bunny as Superman Movie Maniacs 6-inch Posed Figure | Ages: 12+ | MSRP: $24.99 | Available: Now
Bugs Bunny suits up as the Man of Steel for this collectible figure, which includes a printed backdrop scene, an art card, and a certificate of authenticity.
MONOGRAM INTERNATIONAL
Warner Bros. 100th Anniversary Mystery Figural Bag Clip | Ages: 4+ | MSRP: $8.90 | Available: Now
The Looney Tunes gang is dressed as various Warner Bros. characters in an assortment of mystery-bag, chibi keychains.
A version of this article was originally published in the 2023 Licensing & Entertainment Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
