Mars marketer takes top Warner Bros post

Warner Bros Consumer Products has appointed Mars marketer Alvaro Sanchez as its director of UK commercial marketing, with a remit to develop merchandising tie-ins with various Warner properties such as the Harry Potter movies.

Sanchez replaces Alison Jordan, who has left to join Molton Brown as the cosmetics company’s first marketing director. He will report to consumer products general manager Katie Black.

Sanchez held the position of marketing manager for “indulgent countline” at Mars, with responsibility for brands such as Galaxy Liaison. Before joining Mars, he worked as international brand manager for Lucky Strike at British American Tobacco.

Warner Bros’ characters are licensed across a range of categories, including computer games, toys, clothing, houseware, gifts, stationery and food. Last year, the company struck a deal with Snacks Unlimited to develop Scooby Snacks, to accompany the release of the Scooby-Doo feature film.

Warner Bros Consumer Products Europe has been charged with creating the mascot and accompanying accessories and clothing for the Euro 2004 football tournament, to be held in Portugal (MW November 21, 2002).

Owned by AOL Time Warner, Warner Bros Consumer Products is a division of entertainment arm Warner Bros. The division manages the licensing and merchandising of franchises such as Tom & Jerry, Cartoon Network, Batman, Looney Tunes and hit films such as The Matrix: Reloaded and Harry Potter and the Chamber of Secrets.

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