Warner Bros. Entertainment is shifting responsibility for the licensing of Cartoon Network properties, including Powerpuff Girls and Hi Hi Puffy AmiYumi, to Cartoon Network Enterprises, putting each e


(The Hollywood Reporter) -- Warner Bros. Entertainment is shifting responsibility for the licensing of Cartoon Network properties, including Powerpuff Girls and Hi Hi Puffy AmiYumi, to Cartoon Network Enterprises, putting each entertainment entity in charge of its own merchandising and promotional licensing deals.

In an interoffice memo circulated the week of May 16, Dan Romanelli, president of Warners Worldwide Consumer Products, and Jim Samples, executive VP/GM of Cartoon Network Worldwide, wrote, "In order to maintain the momentum that has propelled both our business and the business of our partners, we have decided to shift the merchandising and promotional licensing business of Warner Bros. Entertainment and Cartoon Network brands under the umbrella of their respective property owners."

As a result of the shift, more than 30 Cartoon Network and Adult Swim original programs now will be licensed exclusively by Cartoon Network Enterprises. Previously, Warners Consumer Products handled the merchandise licensing for Cartoon Network, and both companies shared responsibility for promotional licensing activities.

Such Warner Bros. Entertainment properties as Looney Tunes, Harry Potter, Batman, Superman and those from the Hanna-Barbera library -- including Scooby-Doo and the Flintstones -- will continue to be licensed exclusively by Warners Consumer Products. Internationally, Warners Consumer Products and Cartoon Network will continue to share responsibility for promotional licensing.