DUBAI: Warner Bros. Discovery has launched its centennial campaign “Celebrating Every Story,” which includes new products, content and experiences to mark the 100th anniversary of Warner Bros. Studios which took place on April 4.
“We are thrilled to be part of Warner Bros.’ storied legacy and to bring these commemorative products and experiences to our fans around the world,” said Pam Lifford, president, Warner Bros. Discovery Global Brands and Experiences.
The global offerings will be rolled out throughout the year, she added.
In the Middle East, Africa and Europe region, the company has partnered with brands such as Max Fashion, McDonald’s, Marc Jacobs, DKNY, BOSS and Zara.
Max Fashion, for example, will be launching bespoke ‘WB100’ collections across its fashion, accessories, and home and gifting sections.
In the UAE, Warner Bros. World Abu Dhabi will host special events starting this month including a live show inside the plaza featuring a special rendition of Warner Bros.’ 100th year presented by a group of singers and dancers.
The company will also host candlelight concerts in 100 cities worldwide, including Dubai, which will feature tracks from the studio’s most iconic film and TV series such as “Friends,” “A Star is Born,” “Willy Wonka,” and “The Wizard of Oz.”
Globally, the company is launching new merchandise with new collections being introduced throughout the year.
The WB Shield Collection, for example, includes merchandise featuring the logo’s evolution from 1923. The Mashup Series will see beloved characters from “Looney Tunes” and “Tom & Jerry” dressed up as other Warner Bros. characters from franchises including “The Wizard of Oz,” “The Jetsons,” “Scooby-Doo,” and “The Flintstones”.
In addition to its own collections, the company is also partnering with other brands to create licensed merchandise for the centennial campaign.
The campaign also spans the home entertainment sector with Warner Bros. releasing a series of celebratory films and animation bundles on digital, Blu-ray and DVD. These will include four 25-film volumes, a 100-film collection, and ‘best of’ animation compilations across its various franchises.
“From our beloved franchises to a century of storytelling, this is an incredible opportunity for us to honor the past and build the future of Warner Bros. and bring these characters and stories to life in new and engaging ways,” Lifford said.
