Discovery Enterprises International has tapped the licensing agents Licensed Brands International and The Partnershop to drive growth for its TV channel brands in Western Europe.
Licensed Brands International will manage the European licensing rights for DEI’s flagship Discovery Channel franchise and its brand extensions, which include the branded travel business, Discovery Adventures; the newly launched Discovery Channel 1985 brand that capitalizes on the heritage of the channel; Discovery ID–an extension of the channel’s investigative TV network; and in the U.K., children’s franchise Discovery Explore Your World. Licensed Brands International will also work with Discovery Channel program franchises.
Meanwhile, The Partnershop will represent the licensing programs in the U.K. and Ireland for Animal Planet as well as TLC and its program franchises such as “Cake Boss” and “Here Comes Honey Boo Boo.”
“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,” says Ian Woods, regional licensing director, U.K. and EMEA. DEI. “To support this growth, we’ve enlisted the expertise of Licensed Brands International and The Partnershop to secure new licensees across multiple categories.”