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RTL Deutschland launches RTL Consumer Products, pools license marketing expertise

RTL Deutschland is pooling its expertise in license and merchandising marketing by merging its previously separate units.

Thorsten Braun

Super RTL Licensing, Gruner + Jahr’s Brands Licensing and Ad Alliance’s Licensing Solutions division will now operate jointly under the name RTL Consumer Products.

As chief consumer products officer, Thorsten Braun, CEO of Super RTL, heads the unit with a portfolio of more than 50 brands, 600 licensees and retail partners, and 5,000 products.

The aim is to develop the business into a relevant revenue pillar for RTL Deutschland by joining forces and pursuing a growth-oriented strategy.

The portfolio includes brands from the world of RTL Deutschland as well as selected brands from external rights holders. They include kids’ brands PAW Patrol and Peppa Pig; cult brands Smiley and Asterix; entertainment brands Die Höhle der Löwen (Dragon’s Den), Gute Zeiten Schlechte Zeiten, Let’s Dance and Das perfekte Dinner (Come Dine With Me); and magazine brands Schöner Wohnen, GEO, Gala, Beef and Brigitte.

Braun said: “Our merger to form RTL Consumer Products offers the greatest opportunities for existing as well as future partners from the licensing industry and retail. By sharing our wealth of knowledge and making it available across the board, new approaches, creative ideas and fresh impulses are generated. In this way, we get the most out of every brand entrusted to us for our partners and ourselves.”

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