Brazilian Theme Park Licenses “Looney Tunes”, DC Super-Heroes and “Penelope Pitstop”
Warner Bros. Consumer Products (WBCP) and Hopi Hari, the leading Latin American theme park company, announced today an unprecedented licensing agreement to grant Hopi Hari the rights to bring some of the world’s biggest franchises to the famed Latin American entertainment destination. This long-term partnership will mark WBCP’s entrance into the amusement park market in Brazil and bring the Looney Tunes, the DC Universe and Penelope Pitstop to fans of all ages with themed environments and entertaining activities, as well as all-new products and merchandise inspired by these characters.
“Through this unique collaboration with some of the world’s most desirable entertainment properties, we are excited to have the opportunity to ignite the imaginations of each and every visitor who enters through our gates,” said Armando Pereira Filho, Hopi Hari president. “Warner Bros. is an entertainment powerhouse and we are delighted to immerse these rich Looney Tunes, DC Universe and Penelope Pitstop characters into our Hopi Hari culture.”
In support of the alliance, Hopi Hari will make a total investment of more than R$100 million (USD$60 million) in a combination of capital investment, marketing, promotion, advertising and sales support that will be allocated to the park throughout the term of this agreement. This dedicated investment will allow Hopi Hari to build on the myriad of rides and attractions currently in operation, while offering even more entertainment and thrills for families. The scope of this agreement makes Hopi Hari WBCP’s largest partner in the region.
“We are thrilled to be partnering with Hopi Hari to bring the humor of the Looney Tunes, the heroic powers of the DC Universe and the popularity of Penelope Pitstop to a vibrant, Latin American market,” said Jeffrey Whalen, senior vice president & general manager, LATAM, ASIAPAC for Warner Bros. Consumer Products. “Fans of our most beloved franchises will now have the chance to experience their favorite characters in an immersive setting perfect for the entire family.”
“Hopi Hari is a truly powerful entertainment destination and the addition of Looney Tunes, the DC Universe and Penelope Pitstop only serves to enhance the overall experience and increase the thrill factor for fans of all ages,” says Marcos Bandeira de Mello, general manager of Warner Bros. Consumer Products operations in Brazil.
Expected to be completed by January 2012 and encompassing two of Hopi Hari’s five themed areas, the exhilarating environment will feature state-of-the-art attractions as well as experiential shops and restaurants that will engage guests with some of Warner Bros.’ most treasured characters. This partnership is an extensive, long-term licensing agreement granting Hopi Hari brand licensing rights to the names, likenesses and logos for Warner Bros.’ intellectual properties.
The area called “Infantasia” will be themed after the family-friendly Looney Tunes characters including Bugs Bunny, Taz, Tweety, Sylvester and Daffy Duck. Hopi Hari’s adrenaline-driven centerpiece “Aribabiba” will target the teen audience and feature super heroes from the DC Universe, such as Superman, Batman, Green Lantern, Wonder Woman, Aquaman and the Flash. The agreement also includes Penelope Pitstop, in an entirely new themed environment for guests.
In addition to “Infantasia” and “Aribabiba,” fans will be able to engage with the characters during meet and greets, live shows and parades. Merchandise will also have a presence across multiple categories, including: apparel and accessories, toys, games, gifts and novelties. Hopi Hari stores will sell licensed character products, many of which will be developed exclusively for the park.