VEGAS 2012: Animal Planet partnerships grow 146%

Discovery Enterprises International increases overall licensee base by 92 per cent year-on-year.
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The number of licensing partnerships for Discovery Channel’s Animal Planet brand rose 146 per cent year-on-year.

This year an Animal Planet trading card game by Nukotoys launches, as well as toy lines from Wow Stuff and a brand magazine.

The news comes as Discovery Enterprises International returns to the Licensing International Expo in Las Vegas, which is now underway. It’s present at booth 7140.

DEI also said it has also increased its licence base by 92 per cent year-on-year. Its leading brands are Discovery Channel’s Explore Your World, Discovery Adventures and the aforementioned Animal Planet.

The firm’s senior VP Nicolas Bonard said: “Discovery Channel’s core brand values of exploration, adventure and learning inspire diverse consumer propositions of unparalleled quality and innovation.

“The successful launch of our brand extensions aimed at men and children demonstrate retailer support and consumer demand for our unique offering and we look forward to engaging with potential new partners at the Expo.”

Discovery Channel’s Explore Your World is aimed at boys aged six to 12 years old. Product lines include toys and games from Lisciani Giochi and high-end scientific toys from Oregon Scientific, which will launch at retail in Q3 this year. Grani Publishing will launch a monthly magazine in the UK, France and Italy, and Miles Kelly has just released a range of survival guides and books.

Travel tours business Discovery Adventures recently partnered with G Adventures which will be leading the brand beyond the US and Canada into international markets.

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