WB Bolsters Scooby-Doo in U.K.

Warner Bros. Consumer Products has outlined a number of new franchise developments aimed at maintaining Scooby-Doo’s position as top dog in the U.K.

The program includes new product from established licensing partners, two live stage shows and a number of home entertainment releases to complement the brand’s TV presence.

Global master toy partner Character Group, which has handled the brand for 15 years, plans to launch multiple new product lines over the next 18 months. The first product to hit shelves is the Scooby-Doo Monsters In The Dark Mystery Machine, a two-in-one play set that sees the Mystery Machine open out and turn into a torch.

The franchise also continues to attract new licensing partners, most recently children’s publisher Curious Fox for Scooby-Doo books, and Beechdean for ice cream treats that will debut in Q2.

Scooby-Doo will also be the subject of two live stage shows this year. “Scooby-Doo! Mystery of the Pyramid” opened this month and will tour the U.K. and Ireland for the next four months. The Mystery Inc. Gang has also taken up a two-year residency at the holiday camp Butlin’s and will be entertaining families across its three locations.

Finally, WBCP will support on-air content with three new feature-length animated DVDs that will be released this year by Warner Bros. Home Entertainment Group including Scooby-Doo! WrestleMania Mystery for Easter, Scooby-Doo! Field of Screams for May half-term and Scooby-Doo! Frankencreepy for Halloween, a key period for the franchise.

“Scooby-Doo continues to demonstrate its ability to entertain and engage, not just fans but also licensees and retailers who reap the positive benefits of an association with this classic brand,” says Paul Bufton, general manager, Warner Bros. Consumer Products U.K. “A great example is our recent nationwide promotion with Brewers Fayre who saw sales rise in 95 percent of its restaurants that were running the Scooby-Doo promotion. Put simply, Scooby-Doo is a brand that drives revenue.”


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