February 25, 2015 Last Updated 1:29 pm

Lonely Planet launches Consumer Products division, begins search for agency

Drew Rowley has been named Global Director, Consumer Products as company looks to develop merchandizing opportunities

Press Release:

Oakland, Calif. – February 25, 2015 – Lonely Planet, the world’s leading travel media company, is pleased to announce a new division – Lonely Planet Consumer Products – and the appointment of Drew Rowley as Global Director, Consumer Products. Under Rowley’s leadership, Lonely Planet will begin seeking International Brand Licensing Agency representation immediately.

The new department will be dedicated to identifying opportunities and developing strategic partnerships to bring Lonely Planet into a variety of channels, including merchandise for both adults and children.

“It’s a fantastic time for Lonely Planet to expand into consumer products when our books business is continuing to grow and our digital offering is accelerating,” said Lonely Planet Chief Marketing Officer Shona Gold. “We believe there is a role for Lonely Planet to extend globally into multiple ranges of products which will further enable and enhance travelers’ trips.

Transitioning from his role on Lonely Planet’s Business Development team, Drew Rowley will be leading the Consumer Products division from the company’s headquarters near Nashville, TN.

“Lonely Planet has been delivering content travelers can trust for over 40 years,” said Rowley. “I’m thrilled to be championing the new Consumer Products division. We aim to provide the world’s best, essential gear to enable extraordinary adventures, whether you’re traveling abroad or close to home.”

Prior to joining Lonely Planet, Rowley was Director of Global Consumer Products at NBC Universal where he oversaw television consumer products business for all NBC and USA Network properties, including The Biggest Loser, The Office and The Tonight Show with Jimmy Fallon. Prior to his time at NBC, Rowley spent five years with 20th Century Fox Consumer Products where he managed international licensing programs for all Fox owned properties including The Simpsons, Family Guy and Ice Age.

Brand Licensing Agencies interested in submitting a proposal should send an email to consumerproducts@lonelyplanet.com for more information.

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