(New York, N.Y.) Discovery Communications Inc., the world’s number one nonfiction media company, announced today the launch of TLC Baby, a brand of products dedicated to new and expecting parents. As an extension of the network’s popular baby programming, TLC Baby will provide parents with all the essentials to care for and raise their new bundle of joy.
Discovery Communications and New York-based branded entertainment company Big Tent Entertainment are developing a comprehensive consumer products program for TLC Baby that represents practical items for “the everyday life, made simpler.” Big Tent Entertainment will focus on securing several foundation partners for the TLC Baby brand across multiple categories including: Learning and Development, Health and Safety, Bath, Feeding, Electronics, Furniture, Room Decor, Bedding/Blankets, Layette, and Apparel.
TLC is the top choice for women 18-49 with children under two years old, among adult-focused cable networks. In more than 98 million U.S. homes, it has established itself as the leading network for new and expecting moms, known for delivering authentic and insightful baby- oriented programs for over 10 years. The network’s most popular baby shows includes “A Baby Story,” the longest running series in the history of Discovery Communications, as well as “Bringing Home Baby.”
“TLC Baby is a natural extension for the TLC brand,” said Elizabeth Bakacs, Vice President, Licensing, Discovery Commerce. “New and expecting moms have connected emotionally with TLC’s programming because it showcases real-life experiences and helps prepare them for life with a new baby. Now the TLC Baby brand will offer viewers practical, high-quality products that they can use in their everyday lives at home, from a brand they trust.”
Rich Collins, Chief Executive Officer, Big Tent Entertainment added, “We look forward to developing a licensing program for TLC Baby that complements the network’s track record of beloved baby programming with high-quality and essential products that young families can count on.”
Big Tent Entertainment, which currently represents Discovery Kids, is the newly appointed U.S. licensing agency of record for the overall TLC brand, including TLC Baby.
About Discovery Communications
Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) is the world’s number one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 170 countries. Discovery empowers people to explore their world and satisfy their curiosity through 100-plus worldwide networks, led by Discovery Channel, TLC, Animal Planet, Science Channel, Planet Green, Investigation Discovery and HD Theater, as well as leading consumer and educational products and services, and a diversified portfolio of digital media services including HowStuffWorks.com. For more information, please visit www.discoverycommunications.com.
About Big Tent Entertainment, LLC
Big Tent Entertainment, LLC (www.bigtent.tv) is an entertainment company specializing in the integrated development and management of media brands. Formed in 2002, the company manages a portfolio across both traditional and new media while focusing on brand strategy, community building, viral marketing, licensing and retail merchandising. Big Tent currently serves as the worldwide (ex Asia) marketing and licensing company for fashion and viral sensation Domo as well as the North American agency of record for a number of properties including: Discovery Kids, the leader in educational content for children; Telemundo, a leading producer of high-quality content for Hispanics in the U.S. and audiences around the world; TOKYOPOP, the world-renowned manga publisher and global pop culture brand; Crusty Demons, the masters of freestyle motocross; Purple Ronnie, one of the U.K.’s most successful social expression brands; and PixFusion, a global leader in personalization products.