Lonely Planet Adds CP Division

Lonely Planet has launched a new consumer products division that will be led by current business development manager Drew Rowley.

April 6, 2018

Under Rowley’s leadership, Lonely Planet is now seeking licensing agencies to represent the brand worldwide.

Lonely Planet's new CP department will identify opportunities and develop strategic partnerships to bring the brand 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,” says Shona Gold, chief marketing officer, Lonely Planet. “We believe there is a role for Lonely Planet to extend globally into multiple ranges of products that will further enable and enhance travelers’ trips.”

Prior to joining Lonely Planet, Rowley was director of global consumer products at NBCUniversal where he oversaw the television consumer

products business for all NBC and USA Network properties including "The Biggest Loser," "The Office" and "The Tonight Show with Jimmy Fallon." Before that, 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

“Lonely Planet has been delivering content travelers can trust for over 40 years,” says 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.”

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