2026 Games Merchandising: The Looney Tunes arrives

Milano Cortina 2026 will work on creating specific Looney Tunes merchandising for each Olympic team at the next Winter Games.

Warner Bros. Discovery Global Consumer Products (WBDGCP) has announced it will be collaborating with the International Olympic Committee (IOC) to implement an internationally developed programme of consumer products with official licensees that will feature the much-loved Looney Tunes characters. The iconic Warner Bros. Discovery Looney Tunes characters like Bugs Bunny, Lola Bunny, Daffy Duck, Wile E.Coyote and Tweetie Pie will feature on products with an Olympic theme, with distribution running until 2026.

This agreement is part of the IOC global licensing programme and a direct result of the 2020+5 Olympic Agenda, which aims to strengthen and promote the Olympic brand, not only during the Games, but also between the various editions.

The Looney Tunes/sport link continues

"Thanks to collaboration with Warner Bros. Discovery Global Consumer Products, the timeless charm of the Looney Tunes characters will add to our celebration of Olympic values: the power of sport, the power to generate friendships, to cultivate respect and bring the world together in the pursuit of excellence," said Anne-Sophie Voumard, Managing Director of IOC Television & Marketing Services.

The Looney Tunes characters’ long-standing connection with sports includes their starring roles in the 1996 blockbuster Space Jam and its 2021 sequel Space Jam: A New Legacy, and also in a past collection of products with Team USA that debuted during the 1996 Atlanta Olympic Games.

"Sport is in the Looney Tunes’ DNA and the Olympics are the world’s greatest sporting event. The Looney Tunes embody the spirit of the Olympics and stand for teamwork, camaraderie, athleticism and competition, making them the ideal IOC partner. What’s more, this collection of products will have fun playful appeal for a target of all ages and hopefully inspire our next generation of fans," said Robert Oberschelp, Head of WBDGCP.

A tangible link with the Games

The licensing agreement between the IOC and WBDGCP is the latest development in the IOC global licensing programme, an initiative guided by the 2020+5 Olympic Agenda that aims to engage and connect fans through official Olympic merchandise.

Looney Tunes products will be part of The Olympic Collection, which aims to engage a young active target with unique brand products such as clothing, games and toys, bags, stationery, and sports equipment.

IOC core licensing programmes also include the Olympic Heritage Collection, a range of products with artistic and design elements inspired by previous editions of the Games, such as clothing, mascots and accessories, that bring fans and collectors into contact with the rich heritage of past Olympic Games. The Olympic and Paralympic Games Collections also celebrate each upcoming Games and include a wide range of accessories, souvenirs, fan paraphernalia, and clothing.

With the sale of official merchandise, collectibles and souvenirs, Olympic licensing programmes offer fans a tangible connection to the Games and Olympic values.

Olympic Teams and Looney Tunes

As well as the agreement with the IOC, WBDGCP has also collaborated with the Milano Cortina 2026 and Los Angeles 2028 Olympic Games Organising Committees and the National Olympic Committees of Australia, New Zealand, Poland, Spain, and Mexico to create Looney Tunes merchandise specific to each Olympic team. It also created merchandising for the USA and Brazilian Paralympic teams.

In each country, WBDGCP will work with licensees in all product categories, including fashion and sportswear, toys, collectibles, and sporting, household, beauty, and body care goods.