Discovery Communications, Inc. (DCI), and Big Tent Entertainment (BTE) have announced the brand formation of TLC Baby. According to Discovery, TLC is the top cable destination for mothers aged 18 to 49 with children under 2 years old, airing shows such as A Baby Story and Bringing Home Baby. The newly formed brand extension hopes to capitalize and expand on this existing audience.
The TLC Baby brand will span markets including learning and development, health and safety, bath, feeding, electronics, furniture, room décor, bedding/blankets, layette, and apparel. Big Tent was recently named sole licensing agent of record for all TLC-branded content and currently represents Discovery Kids.
Also announced is Discovery’s Animal Planet Baby, a new line of infant and toddler products. The deal is for North America only.
Animal Planet Baby products will include apparel, layette, infant and toddler bedding, room décor, feeding products, and more. H.I.S. plans to release baby products such as strollers, car seats, and bath toys under the brand between this fall and spring 2011, while Bentex and Top Heavy are designing various apparel pieces.
Discovery Communications is seeking partners for Animal Planet Baby in the infant bedding, home décor, and plush categories. All licensing deals for Animal Planet Baby will be brokered by The Joester Loria Group (JLG), on behalf of Discovery Communications.