NWF to Introduce New Licensing Program

The National Wildlife Federation will debut a new licensing program this week at Licensing Expo and the newly appointed head of brand licensing Deana Duffek.

April 6, 2018

NWF to Introduce New Licensing Program

The National Wildlife Federation will debut a new licensing program this week at Licensing Expo headed by an all-star leadership team that includes the newly appointed head of brand licensing Deana Duffek.

Duffek is a 15-year veteran of the licensing business. As head of brand development and licensing for NWF, Duffek will oversee a global operation that delivers innovative and engaging products from books, toys and apparel to digital apps and fine art through its licensing, publishing, online and catalog businesses. 

“Deana is a highly talented, proven executive with a strong track record of creativity and innovation–especially in the areas of brand development and licensing,” says Maureen Smith, vice president, marketing and communications, National Wildlife Federation, to whom Duffek will report. “Her expertise, design aesthetic, and passion for wildlife strengthens our team, we are looking forward to a new day for our brands.”

The new licensing program will focus both on the general NWF

brand and the kids brand Ranger Rick.

“With National Wildlife Federation heading in to its 80th anniversary in 2016 and celebrating the 50th anniversary of

Ranger Rick

magazine in 2017, the timing is right for me to join forces with their decades of environmental stewardship,” says Duffek. “I am so proud to work for an organization that holds such an honest, grass-roots, and inclusive commitment to wildlife conservation and education, and I look forward to leading our new brand licensing division as we launch new character development initiatives, a robust publishing program, digital games, and an array of consumer products and retail experiences that combine television programming, digital innovation and creativity.”

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