Warner Bros. Gives Tweety A Beverly Hills Twist

As part of an effort to reposition the Tweety character as an upscale and fashionable brand, Warner Bros. Consumer Products recently set up a pop-up boutique on trendy Wilshire Boulevard in Beverly Hills, CA.

“A Beverly Hills location simply reinforces that the Tweety brand can live at multiple retail tiers and thrive in a neighborhood surrounded by Prada, Gucci and Dolce & Gabbana,” Maryellen Zarakas, senior vp-worldwide marketing for Warner Bros. Consumer Products, told Buzz. “We want everyone to see that Tweety is cool whether it’s on a $60 shirt from Lot 29 or a $2,000 dress from Thakoon.”

The boutique—which opened on July 26 and closes on Sept. 1—features a collection of Tweety-centric clothing and home accessories created by famous designers, including Alexander Wang and Rebecca Beeson. The brand launched the boutique with a VIP party on July 25. Molly Sims, Haylie Duff and Emmy Rossum were a few of the celebs that walked the Tweety-inspired yellow carpet. Partygoers sipped on Tweetinis while guest dj Samantha Ronson spun tunes. Agency: Grand Central Marketing, New York City.