This month, Discovery Communications Inc., announced the launch of their new brand of baby products, TLC Baby. This new brand of children’s products is an extension of the network’s popular baby programming dedicated to new and expecting parents.
TLC is widely popular and is viewed in over 98 million homes in the U.S. alone. 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.”
In partnership with New York-based branded entertainment company Big Tent Entertainment, Discovery is 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 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.
For details, visit www.bigtent.tv.