Tunes Tunes versus goons goons Special Feature
Warner Bros
Space Jam returns for summer 2021 in an all-new remake of the classic movie, starring NBA icon LeBron James alongside fan-favourite Loony Tunes characters. Toy World spoke to Rachel Wakley, Warner Bros. general manager, about how the studio will be supporting the new release and the licensees taking to the court this time around.
It has been 25 years since the launch of the original Space Jam movie – why did Warner Bros decide to revisit this classic movie? LeBron James is a global icon who inspires fans of all ages, all over the world. Pairing up such a serious talent with timeless fan-favourites like Bugs Bunny and his fellow Looney Tunes is a chance to excite a whole new generation of kids.
What can we expect from the new movie? Space Jam: A New Legacy sees basketball champion and cultural icon LeBron James go on an epic adventure alongside timeless Tune Bugs Bunny in an animated/live-action summer event film. Director Malcolm D. Lee, and an innovative filmmaking team that includes Ryan Coogler and Maverick Carter, deliver a transformational journey that’s a manic mashup of two worlds, and a story that reveals just how far some parents will go to connect with their kids. In the film, LeBron and his young son Dom are trapped in a digital space by a rogue A.I., and LeBron must get them home safely by leading Bugs, Lola Bunny and the whole gang of notoriously undisciplined Looney Tunes to victory over the A.I.’s digitised champions on the court. Fans can expect a powered-up roster of basketball stars as they’ve never seen them before. Basically, it’s Tunes versus Goons in the highest-stakes challenge of LeBron’s life –one that will redefine his bond with
his son and shine a light on the power of being yourself. As always, the ready-for-action Tunes destroy convention and supercharge their unique talents, surprising even ‘King’ James by playing the game their own way.
Do you see the movie as the catalyst to bring the whole Looney Tunes stable to a new audience? Absolutely. So many of us grew up with the Looney Tunes. We can all identify our favourite character and, dare I say, identify our own traits in some of them too. Space Jam: A New Legacy gives us an opportunity to make these characters relevant to a whole new, younger audience. We’ve already started that work through some of our fashion collaborations with partners such as Converse, which has helped transition Looney Tunes into a cool, retro property for younger fans. Taking this into toys is a real game changer for us, but, as with Tom and Jerry, this is not just about the film. Sure, it gives us a moment in time in which we can launch a whole host of new product into the market, but this is also our opportunity to build Looney Tunes as a core brand. We will follow up the movie with new digital content to ensure we keep our fans constantly engaged. We’ve seen the success of this on DC and we’re sure this will follow suit.
When is the movie scheduled to be released? The movie is slated for release on 16th July 2021.
Toy World 120
As with all releases, this may be subject to change, but the plan remains a full theatrical launch next summer.
How is the licensing programme shaping up? The quality and credibility of partners we have on board for Space Jam: A New Legacy is incredible and shows the true potential this brand has. Our master toy partner will be Moose. Again, we’re incredibly excited to be working with Moose; the range it has developed looks amazing. This will be supported by other industry-leading partners and brands including Hasbro Games, Mattel’s Hot Wheels, Funko, and - last but certainly not least - we’ll have a range of Lego Minifigures across core Looney Tunes launching in line with the movie. The reaction at retail has been fantastic, with everyone wanting to be on board for this release.
What are your retail aspirations for the brand in 2021? This is our moment to really bring the Looney Tunes and Space Jam: A New Legacy to life, and we’re working with our retail partners to ensure we maximise on this opportunity. The timing of the movie is perfect, as it’s a huge summer film that will then roll into autumn/winter listings. We’ll have a raft of marketing and content campaigns to keep the brand resonating with customers throughout the year.