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