Primark, Mattel and Turkish Airlines honoured at licensor’s European summit.
Warner. Bros Consumer Products EMEA has honoured a trio of its licensing partners at its recent European Licensing Summit in London.
Mattel picked up the award for Licensee of the Year – this was in recognition of its dedication to creating retail specific consumer offerings across a range of properties, including Batman v Superman: Dawn of Justice and DC Super Hero Girls, and its role in developing a joint framework that has ensured commercial growth and the positive extension of the long-standing partnership with WBCP.
Meanwhile, for the second year running, Primark was named Retailer of the Year.
The high street fashion chain was commended for its ‘absolute focus on continuously striving to be better, to be more effective and to improve its product offering’.
As well as ‘phenomenal’ year on year growth, Primark was also praised for its activations around the Harry Potter franchise and for its Batman v Superman: Dawn of Justice campaign.
New for 2017, WBCP EMEA added the Promotion of the Year category to recognise the creativity and energy of its promotional partners.
The inaugural award was presented to Turkish Airlines for its Batman v Superman: Dawn of Justice campaign. With activations across 45 markets and multiple platforms, the ‘Metropolis to Gotham’ adverts, which featured talent from the theatrical film, were watched by over 60 million fans online – setting a new benchmark for promotional partnerships at Warner Bros.
Julian Moon, svp, Warner Bros. Consumer Products EMEA, said: “All of our partners play a vital role in delivering our world-class brand licensing programmes.
“Our 2017 winners displayed a willingness to push boundaries both in terms of product innovation and the way that these products were marketed to consumers.
“These annual awards are a great opportunity to thank them for the value that they add to our business.”
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