Travel media company Lonely Planet has revealed its new dedicated Consumer Products division.
Lonely Planet Consumer Products will be headed up by Drew Rowley, who takes on the role of global director, consumer products. He was previously on Lonely Planet's business development team.
The firm is beginning its search for international agency representation with immediate effect.
The new department will be dedicated to identifying opportunities and developing strategic partnerships to bring Lonely Planet into a variety of channels. This will include merchandise for both adults and children.
"Lonely Planet has been delivering content travellers can trust for over 40 years," said Rowley. "I'm thrilled to be championing the new Consumer Products division. We aim to provide the world's best, essential gear to enable extraordinary adventures, whether you're travelling abroad or close to home."
Prior to joining Lonely Planet, Rowley was director of global consumer products at NBC Universal where he oversaw TV consumer products business for all NBC and USA Network properties, including The Biggest Loser, The Office and The Tonight Show with Jimmy Fallon.