Warner Bros. Consumer Products has named Character Group as the master UK toy partner for Looney Tunes. Character will develop construction playsets and micro-figures under its Character Building banner.

The three-year deal will also see the toyco develop and manufacture a new collection of motion sensor plush in addition to a collection of figures, playsets and traditional plush lines. Paul Bufton, general manager, WBCP UK says the company’s focus will now shift to securing similar manufacturing and distribution partnerships in all key regional markets.

Investing in new content for Looney Tunes is part of a WB’s strategy to keep the 80-year-old franchise going strong. The Looney Tunes resurgence began with the launch of The Looney Tunes Show on Boomerang and Boomerang+1 in the UK last year, as well as theatrical shorts, online, video games and home video.