Warner Bros. Consumer Products EMEA has honoured a number of its best-in-class key partners at its WBCP EMEA 2017 European Licensing Summit in London.
Mattel scooped the prize for Licensee of the Year in recognition of its dedication to creating retail specific consumer offerings across a range of properties, including Batman v Superman and DC Super Hero Girls.
The firm has also been celebrated for its role in developing a framework that has ensured commercial growth and the extension of the long-standing partnership with WBCP.
Meanwhile, for the second year running, Primark has been named WBCP EMEA’s Retailer of the Year, commended for its focus on striving to be better, more effective and to improve its product offering.
The retailer has been praised for delivering powerful customer engagement programmes for Batman v Superman and year round activations for the Harry Potter franchise.
New for 2017, WBCP EMEA added the Promotion of the Year category, an award that was presented to Turkish Airlines for its Batman v Superman campaign.
With activations across 45 markets and multiple platforms, the Metropolis to Gotham adverts were watched by over 60 million fans online, setting a new benchmark for promotional partnerships at Warner Bros.
Julian Moon, senior vice president, 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.”