VEGAS 2010: Discovery reveals new-look licensing push

Expedition and Adventure brands unveiled, while kids programme is also invigorated.
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Discovery Communications has unveiled a new two-pronged licensing strategy targeting men and children.

In a special presentation ahead of Licensing International this morning, SVP of Discovery Enterprises, Nicolas Bonard revealed that the firm is launching two extensions of its core Discovery Channel brand: Expedition and Adventure.

The Expedition licensing programme will take the elements of adventure and exploration and apply them to products including outdoor and lifestyle apparel, accessories and electronics. The first licensees will be announced later this year.

Discovery Adventures, meanwhile, will offer travel experiences to bring Discovery to life beyond the TV screen. Trips will be led by expert guides to cultural, historical and wildlife centered locations across the globe.

The kids licensing programmes will also be invigorated, with a focus on Discovery Channel and Animal Planet.

Master licences for plush and publishing have already been signed for Animal Planet, with the lines launching across key international territories this year, supported by TV advertising.

The Discovery Channel programme will focus on the likes of spy kits and science, outdoor and role play.

"Discovery is synonymous with exploration, knowledge and adventure," said Bonard. "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.

"Our new high quality product lines will invite consumers to immerse themselves into the wonders of the real world."


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