10 October 2017
GLOBAL - On October 10, 2017, Warner Bros. Consumer Products has inked a multi-year global agreement with Maxx Marketing that spans the development, manufacturing, and distribution of plush product lines based on Warner Bros.’ popular brands.
Under the terms of the agreement, Maxx serves as WBCP’s plush sourcing partner and will have the rights to produce plush based on Looney Tunes, Hanna-Barbera, DC Entertainment and J.K. Rowling’s Wizarding World, among others.
WBCP and Maxx have collaborated on numerous projects over the past two decades that have increased consumer engagement and revenue for Warner Bros.’ 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," says 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."
As an industry leader with specialized skills in monetizing IP and extending entertainment properties through thoughtful, innovative and authentic products, Maxx Marketing 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.