“Looney Tunes Active! has been widely successful in communicating the importance of living an active lifestyle to children,” says Pilar Zulueta, executive vice president and general manager, WBCP EMEA. “The partnership with the NBA provides us with direct access to a vast new audience and an opportunity to leverage our iconic Looney Tunes characters to promote the importance of living an active lifestyle through basketball. Cool Characters, Hot Hoops is a fun, interactive initiative and the partnership with the NBA, one of the most respected sports brands in the world, can only serve to drive Looney Tunes Active! to even greater heights.”