As they had done with the CCW series on the 2600, Atari was planning on using popular children's television and cartoon characters in several 5200 games in an attempt to attract non-gamers to the struggling system. Looney Tunes was a perfect fit since Time Warner owned Atari at the time (1983) and they had access to all the WB characters for use in video games. Unfortunately, much like in his 2600 game Bugs was about to get the shaft for a second time.