Discovery Enterprises International (DEI) has launched its umbrella licensing strategy for the DMax brand with its first ever dedicated e-shop in Germany.
DMax is a successful free-to-air television network targeting men between 14 and 49, and is already complemented by a magazine launched in April.
The e-shop features a range of selected products including electronically-operated paper aeroplanes, outdoor equipment and cars.
Dmax-shop.de will also stock a number of custom made products from smaller companies that are exclusively available in Germany.
The e-shop has been developed together with license partner Neuland Communication, and DMAX magazine with specialist publishing house Weka.
The DEI team is working to further expand the DMAX licensing programme, with Polyband on board to develop home video.
Plans are also currently underway to develop a book publishing line.
Ian Woods, director, UK and EMEA for discovery Enterprises International, said: "The launch of the DMax e-shop is a milestone moment for the DMax brand, which has built a cult following and is now becoming much more than a television network.
"DMax is in tune with the lifestyle of its target audience - and in try consumers are looking for more opportunities to engage with the brand.
"We're proactively looking to expand our licensing programme around DMax to satisfy that demand and we expect great things from the DMax shop."
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