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WBCP announces agreement with Selectiva S.p.a for Tweety debut in the beauty sector The Tweety brand has reached the magical point of critical awareness across Europe and now prepares to fly into Brand Licensing Europe 2008 with two major announcements that will underpin the European success of the brand into 2009 and far beyond. Tweety is now the byword for all that is cool. In a global consumer research study conducted by Warner Bros. in 10 countries in Spring 2008 Tweety ranked highly on the character that respondents ‘loved’, he is perceived to be ‘cute’ and there’s a high adult affinity for the character especially in France, Italy and Spain. Now the success of the brand is predicted to reach new heights with the announcement that France’s hottest celebrity Cathy Guetta will be partnering with Warner Bros. Consumer Products to create “Tweety by Cathy Guetta”, an exclusive line of Tweety-inspired fashion apparel and accessories. Tweety is also set to make a spirited entrance in the beauty sector in 2008 with a perfume and cosmetic range from Selectiva S.p.a owners of the Aquolina brand. The new range will be launched to the trade in Milan and Cannes at the Tax Free World Association Fair in October 2008 with an international consumer roll-out to follow. “Tweety by Cathy Guetta” Married to superstar DJ David Guetta, Cathy is a household name in France. She has enjoyed mainstream success around the world whilst retaining street credibility. Now Cathy brings her unique spirit and style to the Tweety brand with “Tweety by Cathy Guetta” an aspirational product range targeting trend conscious young ladies aged 15-24 years. A comprehensive creative programme including a new logo and an exclusive style guide dedicated to the new fashion brand will support “Tweety by Cathy Guetta”. A full marketing and PR campaign that will feature viral online activity, press interviews and personal appearances by Cathy Guetta will also be implemented at launch. WBCP announces agreement with Selectiva S.p.a for Tweety debut in the beauty sector Warner Bros. Consumer Products has entered into a global agreement with Italian licensee Selectiva S.p.a who will be producing a personal care line inspired by the spirit of Tweety. The range will include an Eau de Toilet perfume; a fun, fresh scent with a flowery bouquet and notes of bergamot, grapefruit and a hint of orange. Other products include body milk, shower gel, body powder and body balm, with a solid perfume that will complement the spray product. “The agreement with Selectiva represents for Tweety the entrance into the beauty sector at a high level,” said Maurizio Distefano, General Manager Italy and Agent Markets of Warner Bros. Consumer Products. “Aquolina has perfectly understood the spirit of the Tweety brand and they have produced a comprehensive product range which is perfect for the target consumer.” Lorella Coppo, Selectiva S.p.a. General Director defined the agreement “a good opportunity to consolidate our presence on the U,S. market where Selectiva is the leader in the woman’s sector with Pink Sugar. Tweety is such a good international brand, that it will be much easier to open new markets for us.” Encapsulating everything it means to be young, free and spirited, the future is bright for the little yellow bird. Tweety has journeyed through Europe via innovative and exciting product launches and retail activity and right into the consumer consciousness of both fashion savvy young girls and women alike. The last year alone has seen the brand launch in Germany with a clever collaboration with designers and retailers Thomas Kuball and Peter Kempe. The pioneering project, recently rated in a feature on Retail Excellence in License Global Magazine (May 2008) rolled out through middle market store group Peek & Cloppenburg with limited edition product and an in-store competition. In May 2008, WBCP Italy celebrated the success of their Tweety licensing programme with the Politecnico Tweety Awards that were hosted at the T35 Design Hotel in Milan. More than 180 people attended the awards that celebrated the best WBCP Tweety licensees and the winners of the Politecnico Tweety Design Project, where students were challenged to design a piece of furniture based upon the Tweety brand. Three excellent designs, a Cage Floor Lamp entitled “Where’s Tweety?,” a Tweety shaped armchair entitled “Tweety’s Throne” and a Nest Poof and Lamp entitled “Tweety’s Nest” were awarded a Golden Tweety. The event was a tremendous success and marked the future of the Italian licensing programme where the link between high-end design and licensing will be further explored, starting with an exhibition at the Triennale de Milano Museum in Milan 2009. These robust Tweety programmes are in addition to global apparel deals with Zara and H&M, as well as regional deals with partners that include Original Marines, Flik Flak, De Agostini, Nestlé, Polaroid and Benetton. Additionally, there are strong sales of retro T-shirts via partners such as Los Angeles-based Junk Food, which sells to chain stores and independents globally and has strong relationships with celebrities who are often pictured wearing their favourite Tweety tees. |
