The site will allow users to customize the classic cartoon characters, import them to other sites if they like and collect rewards -- actually "carrots," a la Bugs Bunny -- the more time they spend on the site gaming and interacting.
The site will be ad-supported, and Warner Bros. hopes to incubate potential new animated TV series there, as well as streaming some of its classic cartoons.
Characters from Warner Bros. Animation, Looney Tunes, Hanna-Barbera and DC Comics will all be in the mix, so the toons will range from Daffy Duck and Scooby-Doo to The Flintstones and The Jetsons.
The site will combine social networking, product integration -- it will be totally ad supported, spokesman Scott Rowe said -- gaming and more.
Rowe added that users will have latitude to modify the characters, say creating a Goth Tweety in torn Guess jeans. There's some precedent there: Lisa Gregorian, executive vice president of worldwide marketing for Warner Bros. Entertainment, whose brainchild T-Works is, actually created a Goth Tweety (no Guess jeans yet) while testing the site, according to Rowe.