WARNER BROS. SPORTS BRAND TAKING SHAPE

     Warner Bros. is looking to create a stand-alone brand
integrating athletes with their new WB Sports brand, according to
SPORTING GOODS BUSINESS.  Warner Bros. Consumer Products
VP/Product Development Michael Peikoff said the first WB Sports
products will be "logo-driven," while "authenticated through the
faces" of players such as Patrick Ewing and Mugsy Bogues.
Peikoff "did not rule out mixing content with league marks," but
for now, the focus will be on building awareness of WB Sport by
itself, while bringing "in additional personalities such as pro
volleyball players and 'extreme' athletes."   Piekoff: "We look
at the leveraging of Patrick Ewing as we would a Bugs Bunny or
the cast of 'Friends.'"  WB Brand targets youth and females while
upscale products will be available through Warner Bros. specialty
stores (SPORTING GOODS BUSINESS, 7/96).