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Biedronka Signs Licensing Deal With Warner Bros

Published on Oct 28 2015 6:24 PM in Private Label tagged: Trending Posts / Poland / Biedronka / Warner Bros

Biedronka Signs Licensing Deal With Warner Bros

Polish retailer Biedronka, part of the Jerónimo Martins group, has announced a licensing deal with Warner Bros. Consumer Products that will see the group's cartoon characters adorn private label products and house brands in the grocery, dairy, personal care and confectionery categories.

The deal, as reported by, will see the introduction of dedicated artwork in stores to promote the range, as well as the introduction of a standalone website.

“We are excited to expand our partnership with Biedronka to bring more of our beloved classic characters in fun products and ranges to kids in Poland,” said Paul Bufton, senior vice president, licensing and business development, Warner Bros. Consumer Products EMEA, told

Biedronka operates around 2,500 stores across Poland.

© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.

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