Warner Bros is beefing up its consumer products business with the formation of a new division, Warner Bros, Global Brands and Experiences, to be headed up by Pam Lifford.
Lifford will oversee the new division that now takes responsibility for Warner Bros Consumer Products, DC, Themed Entertainment and a new Global Franchise team as it looks to increase consumer engagement across its key brands and franchises.
The formation of WBGBE supports the Studio’s ongoing plan to move its businesses and products closer to the consumer by growing consumer relationships across the breadth of a franchise.
Expertly curated experiences will enable fans to engage on a deeper level with Warner Bros and DC brands.
“With competition for consumers’ attention more intense than ever, and brand awareness and loyalty more important than ever, this is a great way to help focus on creating opportunities for fans to meaningfully interact with our brands and franchises at a level beyond the screen,” said Kevin Tsujihara, chairman and CEO of Warner Bros.
“Pam has deep experience across consumer products and building emotional connection with fans, and in the two years she has been at Warner Bros has proven herself and her vision. I am excited to have her bring that vision to this new business.”
Lifford added: “This is an incredible opportunity for us to super-serve our fans across a variety of platforms and venues throughout their lifetimes. Warner Bros has world-class characters and brands that are beloved around the world – from our licensed DC Super Heroes and the Looney Tunes and Hannah Barbera animated superstars to a library of over 10,000 films and TV shows – and we’re now making it a priority to bring these properties to fans in new and exciting ways.
“I am thrilled to take on this challenge and look forward to working with my colleagues across the Studio to make this new business a great success.”
The day to day operation of DC will continue to be run by Jim Lee, publisher and chief creative officer and Dan DiDio, publisher.
Consumer products will be led by its current management team and The Wizarding World franchise will continue to be overeen separately by Josh Berger, president and managing director, Warner Bros UK, Ireland and Spain and president of Harry Potter Global Franchise Development, reporting directly to Tsujihara.