Discovery Communications Inc. is jumping into the baby products crib, launching products as an extension of its "TLC Baby" programming.
Working with New York-based Big Tent Entertainment, TLC Baby, which features A Baby Story, the longest running series in the history of Discovery Communications, as well as Bringing Home Baby, is developing a comprehensive line of baby products. The companies will offer products in the following categories: learning and development, health and safety, bath, feeding, electronics, furniture, room decor, bedding/blankets/layette and apparel.
Big Tent Entertainment, which currently represents Discovery Kids, is the newly appointed U.S. licensing agency of record for the overall TLC brand.
"TLC Baby is a natural extension for the TLC brand," said Elizabeth Bakacs, vice president, licensing, Discovery Commerce, in a statement. "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."
Noted Big Tent CEO Rich Collins: "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."