Maxx Marketing (asi/264427) has inked a multi-year global agreement that grants the California-based company rights to Warner Bros. Consumer Products’ (WBCP) portfolio of brands, including Looney Tunes, Hanna-Barbera, DC Entertainment and J.K. Rowling's Wizarding World.

In announcing the deal Monday, the companies said that Maxx will act as WBCP's plush sourcing partner, providing a turnkey system that spans the development, manufacturing and distribution of product lines to WBCP's global retail partners. Over the past two decades, WBCP and Maxx have collaborated on numerous projects that the companies say increased consumer engagement and revenue for leading brands and franchises.

“This new venture enables us to rapidly and exponentially grow our plush business around the world," Julian Montoya, senior vice president, Global Toys, WBCP, said in a statement. "The energy that the Maxx team brings to our business, combined with the strength of WBCP's portfolio of brands, will allow us to quickly realize our strategic goals." 

Maxx CEO Michael Kwan said that the Maxx team is thrilled to have the opportunity to “leverage a portfolio of some of the world’s most recognizable characters.” Kwan continued: “The synergies combined with our global supply solutions platform will quickly prove to benefit all WBCP licensees and distributors, creating an agile model that will result in considerable cost savings, product integrity and speed-to-market.”

Maxx Marketing, WPP Group Company, is a full-service, end-to-end global licensing and merchandising solutions provider.