— “Discovery Expedition” and “Discovery Adventures” to Emphasize Exploration, Adventure and Travel —
— “Discovery Channel” and “Animal Planet” Programs Focus on Curiosity and Knowledge for Kids —
(Las Vegas, Nv.) Discovery Communications today introduced a two-pronged brand licensing strategy for Men and Children that complements the company’s mission of satisfying curiosity and making a difference. The announcement was made by Nicolas Bonard, Senior Vice President, Discovery Enterprises International, at the 2010 Licensing International Expo in Las Vegas.
“Discovery is synonymous with exploration, knowledge and adventure. 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,” said Bonard. “Our new high-quality product lines will invite consumers to immerse themselves into the wonders of the real world.”
Discovery Channel, through programs such as Man vs. Wild with Bear Grylls and Deadliest Catch, attracts consumers with an active and aspirational interest in the outdoors. In the men’s arena, Discovery is launching two brand extensions of the core Discovery Channel brand: Discovery Expedition and Discovery Adventures.
The Discovery Expedition licensing program will take the core values of adventure and exploration and apply them to technically-advanced outdoor and lifestyle apparel, accessories, and electronic equipment. The first licensees will be announced later this year.
Discovery Adventures will allow consumers to explore the world and satisfy their curiosity through unforgettable travel experiences that bring Discovery to life beyond the television screen. Trips will be led by expert guides to cultural, historical and wildlife centered locations across the globe and, where possible, will provide immersive experiences that get under the skin of local cultures.
Discovery’s international kids licensing programs have been designed to empower children to become knowledge seekers – inspiring them to learn more about the world around them. The new invigorated kids program will focus on two key brands – Discovery Channel and Animal Planet – and will encourage children to create and innovate, from the ordinary to the extraordinary, while still having fun.
The Animal Planet licensing program, for kids aged 3-8, celebrates all living creatures and provides children with innovative and fact-filled products based on the amazing animal kingdom in categories such as arts and crafts, feature plush, toys and interactive. Master licenses for plush and publishing have already been signed and the line will launch across key international territories this year, supported by television advertising.
The Discovery Channel licensing program, for boys aged 6-12, will provide real-world play patterns in categories such as science and spy kits, outdoor and role play, enabling boys to explore the world around them and satisfy their curiosity through active play. The Discovery Channel line is a new initiative for 2010, with creative being unveiled at Licensing Expo.
“Parents associate Discovery Channel and Animal Planet with high-quality content and consider them expert authorities on the real world,” said Jo Edwards, Vice President, International Consumer Products. “These merchandise lines are perfectly positioned to provide an alternative to character and movie properties by emphasizing the fact that knowledge is fun.”
Discovery’s International Consumer Products programs extend the Discovery experience to a worldwide audience through a broad array of entertaining and informative products and services including traditional merchandise products as well as new ventures in travel, retail, events and exhibits. These include programming-focused and brand-based licensed products and strategic third-party licensing partnerships. Discovery first launched its international consumer products and home video lines in 1996. Today, the program extends into more than 180 territories around the world.
Discovery Enterprises International
Discovery Enterprises International (DEI) serves as the streamlined access point for all of Discovery Communications’ international program and private networks sales, co-financing opportunities, consumer products and licensing and music publishing rights in markets outside the United States. DEI focuses on maximizing sales opportunities for Discovery’s worldwide brands and content with international third-party broadcasters and licensees. The Enterprises team partners with local clients through regional offices in London, Miami, Munich, Sao Paulo, Singapore, Sydney and Discovery’s global headquarters in Silver Spring, Maryland. For more information, please visit www.discoveryenterprisesinternational.com.
Discovery Communications (Nasdaq: DISKA, DISKB, DISCK) is the world’s number one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 180 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, Investigation Discovery, Planet Green 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.