Licensed Brands International appointed to manage the
Discovery Channel brand and brand extensions

The Partnershop to manage the L&M rights for Animal Planet and TLC channel brands and associated programme franchises

Discovery Enterprises International (DEI) is proud to announce it has finalised European representation deals with licensing agents, Licensed Brands International and The Partnershop, to drive growth for its TV channel brands that reach 436 million subscribers across 22 countries and territories in Western Europe.

Ian Woods, Regional Licensing Director, UK & EMEA, Discovery Enterprises International comments, “We’ve seen significant interest in our real world brands in Europe and as a result licensing has really accelerated in the last 12 months. To support this growth, we’ve enlisted the expertise of Licensed Brands International and The Partnershop to secure new licensees across multiple categories.”

Licensed Brands International will manage the European licensing rights for DEI’s flagship Discovery Channel franchise and its brand extensions: the company’s branded travel business, Discovery Adventures, the newly launched Discovery Channel 1985 brand that capitalises on the heritage of the channel, Discovery ID – a brand extension of the channel’s investigation TV network and in the UK, children’s franchise Discovery Explore Your World. Licensed Brands International is also charged with exploiting Discovery Channel programme franchises.

Meanwhile The Partnershop will represent the licensing programmes in the UK and Ireland for Animal Planet, real life entertainment channel brand TLC and its programme franchises. Properties at launch include high profile real-life shows Cake Boss and Here Comes Honey Boo Boo. The Partnershop will help the licensor bring its popular brands to the high street through strategic partnerships across multiple categories enabling consumers to touch and feel the brands through relevant merchandise.

“We are delighted to be working with Ian and his team to broaden the influence of the Discovery Channel franchise and associated brands.” Retail Director for Licensed Brands International, David Vardy, commented. “We are confident our unique approach to brand building and retail activation model will work well across a number of key categories.”