The Weather Channel Blasts into Licensing

The Weather Channel is turning the tide on its licensing program with an expansion plan that will take the brand into the kids' category for the first time and expand its presence in new categories. Existing partner Excalibur Electronics will provide an expansion into the safety and preparedness category plus a new WeatherKids line with TWC's first-ever remote-control vehicle and a light for kids that is powered by the force of being squeezed. With Rayovac, the company lends its name to a new line of safety and preparedness lights using alkaline batteries. Other initiatives: entry into categories such as home entertainment, home improvement, publishing, and toys.

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