Warner Bros. Discovery Global Consumer Products is showcasing a broad slate of animated properties at this year’s Brand Licensing Europe, spanning established favourites and ambitious new IP. LicensingSource.net catches up with Jo Broadfield, head of consumer products EMEA, to discuss the opportunities ahead, the enduring appeal of animation, and how WBDGCP is working with licensing partners to turn new stories into lasting franchises.
Can you give us a broad overview of why this is an exciting time for Warner Bros. and its animation portfolio?
“Animation is enjoying a genuine renaissance, and Warner Bros. is investing on multiple fronts: in characters that have been part of family life for generations, in original worlds such as Bad Fairies and Margie Claus, and in much loved stories such as The Lunar Chronicles and Oh, the Places You’ll Go!
“For licensees and retailers, that creates a slate with real rhythm across 2027 and 2028. Heritage brands deliver dependable sell-through and a year-round presence on shelf, while each new release brings a launch moment, a fresh cast of characters and a reason for shoppers to come back into store.
“Animation has always been the backbone of kids’ licensing; what’s different now is how far its reach extends, into tweens, teens and young adults who increasingly choose animated stories as their entertainment.”
Your new animation slate combines well-known franchises with completely new stories. How important is that mix to Warner Bros.’ overall strategy?
“It sits right at the heart of it. Established franchises carry decades of goodwill and a proven retail track record. Original stories let us reach audiences who haven’t yet found their favourite character, and they are how we create the evergreen brands of the future.
“For licensees, the blend is also a sensible way to balance a portfolio. A business can anchor its range in a property with known performance and, alongside it, take an early position in something with room to grow. Retailers benefit in much the same way: familiar faces keep the aisle busy, while new launches bring novelty, theatre and media attention. Being both timeless and forward-looking is what keeps a category healthy.”
Scooby-Doo remains one of Warner Bros.’ most recognisable franchises. What can fans and partners expect from this next chapter for the brand? And how do you ensure the IP stays fresh and relevant for new generations of audiences without diluting its core identity?
“Scooby-Doo shows how a classic can keep evolving without losing its soul. Friendship, comedy, a mystery to crack and a permanently hungry Great Dane: as long as those ingredients are in place, the franchise can travel into new formats and win new fans.
“In 2027 we’ll see two very different expressions of that. Scooby-Doo: Origins goes back to how the gang first met, giving families and long-time fans a fresh way in. Yokoso Scooby-Doo! takes the brand into anime for the first time, appealing to kids but also opening the door to teens, young adults and fans who have made anime one of the most dynamic forces in entertainment and licensing.
“Commercially, that means more routes into the brand: a new visual style for apparel, stationery and collectables, new character designs for toys, and a story-led reason for retailers to refresh their Scooby-Doo space.”
Alongside Scooby-Doo, the company is introducing new properties including Bad Fairies, Margie Claus, The Lunar Chronicles and Oh, the Places You’ll Go! What excites you most about these new stories?
“What I love is how little they have in common. Bad Fairies is mischievous and irreverent, with real warmth underneath. Margie Claus gives the festive season a surprising comic twist. The Lunar Chronicles fuses science fiction with fairytale in a richly imagined universe, and Oh, the Places You’ll Go! is a joyful celebration of optimism and possibility.
“That variety translates directly into commercial range. Margie Claus arrives in November 2027 with a natural home in the seasonal calendar, from gifting and decorations to advent and confectionery. Bad Fairies, set in London and made with Locksmith Animation here in the UK, has a particularly strong story for our EMEA partners and lends itself to girls’ toys, role play, accessories, health and beauty, apparel and footwear. Oh, the Places You’ll Go! carries a message that suits gifting, baby and milestone moments such as graduations, while The Lunar Chronicles, drawn from a much-loved Young Adult book series, has the depth of world-building that tweens, teen and young adult fans want to collect, read and wear. Each gives partners its own demographic and creative territory rather than variations on a theme.”
The upcoming films cover a wide range of themes and settings. How does this variety help Warner Bros. appeal to different audiences around the world?
“Breadth is one of the slate’s greatest assets. Stories travel, but tastes differ by market, by age and by occasion, so a line-up that spans comedy, musical, fantasy, festive and heartfelt storytelling lets us speak to far more people around the world.
“It also mirrors how the audience for animation is changing. Young children and families remain the core, but animation now commands serious attention from tweens, teens and young adults, many of whom grew up with it and simply never stopped watching.
“For licensees, that means scope to build tiered programmes, with accessible play and everyday products at one end and premium collectables and fashion collaborations at the other, adapted to the very different retail landscapes across EMEA.”
For an original property, licensees are often taking a greater degree of risk than they would with an established brand. How is WBGCP working with partners to build confidence around these new franchises?
“That’s a fair point, and we don’t take it lightly. Committing to an original property is a very different decision from signing a franchise with decades of heritage. Our role is to reduce the uncertainty, by sharing the creative vision early, introducing the characters and style guides, being clear about who each film is for, and showing how the story will unfold across content and marketing. Warner Bros. has a long record of turning new stories into global franchises, and we want every partner to commit with the insight and support that make that decision feel well founded.
“There is also a real upside to arriving first. Early licensees can secure their category position, influence the look and feel of the range, and grow with the brand as its audience builds. In practice, it means licensing has a seat at the table while the franchise is still taking shape, rather than being bolted on once the film is finished. With a new property we can explore the world and its characters together and ask practical questions early: what will fans want to own, wear, collect or play with, and which retail moments will carry the story off screen?
“Licensees know their categories and consumers intimately, and retailers understand their shopper. Combining that knowledge with our storytelling from day one is how a promising new film becomes a lasting brand.”
It’s early days, but are you earmarking any particular licensing categories or retail channels as especially well suited to the new animation slate?
“We’re deliberately avoiding a blanket approach. Each property has its own primary and secondary target audience, and our programmes are tailored to that.
“Toys, publishing, apparel, home and collectables are all in the frame, but the more interesting shift is who these titles can reach. Animation today spans preschool through to young adult, and the slate reflects that.
“In terms of channel approach, we need to ensure that our products can be found where the fans shop.”
What are you hearing from European licensing partners about the appetite for new IP right now? Are there any notable changes in how they want to work with entertainment IP compared with a few years ago?
“Established brands remain enormously valuable, especially when everyone is disciplined about where they invest. But there’s real curiosity about new IP, and animation in particular is drawing attention.
“What has changed is the depth of the conversation. Partners want to understand the thinking behind a property: who it’s for, what sets it apart, how long it can run and what will support it.
“They also want a clearer view of the pipeline. A slate that stretches across 2027, 2028 and in some cases through to 2030 helps here, giving licensees and retailers the visibility to plan ranges, sequence launches and carry momentum from one title into the next.
What are you most looking forward to at BLE?
“Above all, the people. BLE brings our whole industry together under one roof for a few intense days, and those conversations are often where new ideas and partnerships begin.
“It’s also a showcase for creativity, and we have plenty to show, from much-loved global franchises to the new stories arriving in 2027 and 2028. And with the Scooby-Doo Café on our stand, I’m looking forward to welcoming visitors into Mystery Inc. for a few minutes, ideally with a snack in hand!”
Beyond the animation slate, where else are you seeing opportunities to expand and engage audiences?
“Kidults are one of our most significant growth audiences, because so many of our franchises have been part of people’s lives since childhood. Fandom doesn’t come with an age limit; it simply matures.
“You see that across Harry Potter, DC, The Lord of the Rings, Scooby-Doo and Looney Tunes, and in much-loved brands such as Gremlins, FRIENDS and Gilmore Girls. These stories offer nostalgia, comfort and a deep emotional connection, and adult fans want to express that through premium collectables, fashion collaborations, immersive experiences and lifestyle products.
“Animation connects the two. Young adults are watching, collecting and sharing animated stories with real enthusiasm, which means our new titles can build fan bases that span generations from the outset. Whether someone is meeting a character for the first time or has loved it for decades, our job is to keep finding fresh, and occasionally surprising, ways to celebrate it.”
To learn more about Warner Bros.’ upcoming animation slate and licensing opportunities, visit Warner Bros. Global Consumer Products at Brand Licensing Europe 2026 on stand B121.