VEGAS 2010: Discovery launches two-pronged licensing strategy
Discovery Communications today introduced new international consumer products programmes for men and children, the day before the official opening of the 2010 Licensing International Expo in Las Vegas.
Discovery is launching two brand extensions of the core Discovery Channel brand: Discovery Expedition and Discovery Adventures, and is invigorating its children’s programme.
The Discovery Expedition licensing programme will take the core values of adventure and exploration and apply them to technically-advanced outdoor and lifestyle apparel, accessories, and electronic equipment. The first licensees will be announced later this year. Discovery Adventures will allow consumers to explore the world and satisfy their curiosity through unforgettable travel experiences. Trips will be led by expert guides to cultural, historical and wildlife centered locations across the globe, providing immersive experiences.
The new kids programme will focus on two key brands – Discovery Channel and Animal Planet. The Animal Planet programme provides children with innovative and fact-filled products in categories such as arts and crafts, feature plush, toys and interactive. Master licenses have already been signed and the line will launch across key international territories this year. The Discovery Channel programme is a new initiative for 2010, with creative being unveiled at Licensing Expo. The line provides real-world play patterns in categories such as science and spy kits, outdoor and role play.
The announcement was made by Nicolas Bonard, SVP of Discovery Enterprises International, who commented: “Discovery is synonymous with exploration, knowledge and adventure. In keeping with this mission, we are launching a new international brand strategy that leverages the core Discovery DNA to create compelling consumer products and experiences for consumers.”
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