Discovery Enterprises International has unveiled an exclusive e-commerce platform for its TV channel DMAX in Germany as part of a multi-faceted licensing strategy for the brand.

The DMAX e-shop features special products chosen specifically to appeal to the modern man, such as electronically operated paper airplanes and a sporty Jaguar with a DMAX design. Items were designed especially for the e-shop.

The e-shop is a product of DEI’s licensing partnership with Neuland Communication, and DMAX magazine’s collaboration with specialty publishing house Weka.

Following a magazine launch in April and the free-to-air television network for men in Germany, DEI is also looking to further expand the brand through DMAX shops worldwide, in conjunction with the e-shop launch. 

Additionally, DEI is working with Polyband to create home video, and a whole book publishing line is also in the making.