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NEW YORK — Discovery Communications recently announced the launch of a line of branded Discovery Fit & Health consumer products designed to provide proactive health and fitness lifestyle solutions for health-conscious consumers.
“Our health-and-wellness content on-air and online have long been trusted sources of information for viewers,” stated Elizabeth Bakacs, VP licensing for Discovery Fit & Health. “Now, in introducing the Discovery Fit & Health consumer products program, we can give fans tools to help develop and maintain healthy habits from a brand they trust.”
The first partner to launch a Discovery Fit & Health consumer product line is Inovatex, which will debut a collection of branded bedding products, including sheets, comforters, blankets, duvets, pillows, mattress pads and toppers, pillow protectors and mattress covers. Set to debut in fall 2012, the products are designed to offer health-related solutions by utilizing the latest new technology, innovative fabric, fiber fill and construction. Retail distribution will target department stores, as well as mid-tier and specialty chains, in the United States and Canada.
In addition to sleep management, strategic partnerships will be developed with leading retailers and manufacturers across multiple categories, including fitness products, relaxation and massage therapy, diagnostic and consumer electronics, personal care, eyewear, first aid and publishing.
The launch of the Discovery Fit & Health consumer products program follows on the heels of the successful rebranding earlier this year of FitTV as Discovery Fit & Health. The television network is now available in 50 million U.S. homes. The slate of programming includes “Dr. G: Medical Examiner,” “I’m Pregnant And…” and “Untold Stories of the ER.” The channel also features early morning workout programming, while the Discovery Fit & Health online destination has become a popular site for health and fitness information, averaging more than 1.6 million unique visitors each month.
The Discovery Fit & Health brand will be represented by Discovery Communications’ North American licensing agent, the Joester Loria Group.
The launch of the Discovery Fit & Health licensing program marks Discovery Communications’ latest extension of its media properties into the consumer products space in a way that offers viewers the opportunity to incorporate the brands into their everyday lives. Discovery also has built merchandising strategies around its Discovery Channel, Animal Planet, TLC and Discovery Kids brands.