Exploring New Opportunities

With a new brand licensing team, National Geographic Partners is revamping its strategy in order to drive growth worldwide for the lifestyle and experiential brand.

With its longstanding reputation in science, exploration and travel across its media platforms, National Geographic Partners is plotting a new course that will strengthen its brand extensions business across core product categories, locationbased entertainment and retail development.

As part of its commitment to expand its licensing initiatives worldwide, National Geographic Partners chief executive officer and business veteran, Declan Moore, recently established a new brand team under the leadership of former Mattel executive Rosa Zeegers, who was appointed executive vice president, consumer products and experiences, in December.

Zeegers now oversees National Geographic’s global licensing, merchandising, travel, location-based entertainment and National Geographic Live businesses.

“National Geographic is one of the most storied brands in the global media landscape that resonates with consumers worldwide. Our opportunity is to extend the brand and our sterling brand values built over the last 128 years and translate that into new spaces that deliver products and experiences that are authentic to National Geographic and relevant to the lives of our consumers. Rosa’s keen insight into consumer behavior, her expertise in building strategic partnerships and her global experience, will be integral to helping us achieve those goals,” said Moore, when he announced Zeegers appointment.