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WARNER BROTHERS LAUNCHES SPORTS LICENSING DIVISION
Published December 7, 1995
Warner Bros. Consumer Products has launched a new department within its licensing division, Warner Bros. Sports Licensing. The new group will create, develop and market merchandising and promotional programs involving sports figures represented by Falk Associates Management Enterprises. Warner Bros. Sports Licensing has been granted exclusive rights to represent selected FAME athletes for merchandising, promotions, endorsements, interactive entertainment, publishing and theme parks. Athletes include Bryant Reeves, Bobby Hurley, Muggsy Bogues, Glen Rice, Patrick Ewing and Juwan Howard (Warner Bros.). The unit will be headed by Michael Peikoff, Warner Bros. VP/Property Development (AD AGE ONLINE, 12/7). Warner Consumer Division President Dam Romanelli noted the potential for cross-merchandising F.A.M.E. athletes with such "icons" as Bugs Bunny and Batman (Michael Hiestand, USA TODAY, 12/7).