Why it’s OK to run with the rabbit

Ray Rohrbach, Promotions manager, Warner Bros Consumer Products (UK), London W1

I would like to expand on a comment made in your feature “Character building” (MW September 8) relating to Bugs Bunny – one of our key “classic” characters.

While it is true that we would want our “star” to be used according to his recognised character traits, I would not want anyone to be under the impression that there are stricter limitations to his exploitation compared to, say, a theatrical release, or any TV series for that matter.

If anything, we are at pains to point out how “flexible” all our basic characters can be. There are no “talent” approval issues for one or layers of third parties that have some form of say in the approval process. I won’t comment on cost beyond saying “try us and see”.

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