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Animal Planet and TRU expand DTR relationship

In a new multi-year agreement, Discovery Communications and Toys 'R' Us have expanded their DTR partnership originally formed in 1999 for the Animal Planet brand to continue producing and promoting the licensed toy lines.
May 7, 2009

In a new multi-year agreement, Discovery Communications and Toys ‘R’ Us have expanded their DTR partnership originally formed in 1999 for the Animal Planet brand to continue producing and promoting the licensed toy lines.

Animal Planet, repped by The Joester Loria Group, will leverage its on-air and online properties to promote the exclusive TRU line. Under the expanded agreement, both partners will update the product line beginning this coming fall and will include wooden playsets and play tents.

TRU stores will also feature new packaging with new colors and graphics from Animal Planet’s recent re-branding, in an expanded retail environment that includes including an end cap presentation nation-wide TRUs.

Beginning this spring, the two partners will also up their marketing and promo support, with TRU showcasing AP merch in its circulars and e-commerce site. Toysrus.com will offer an expanded AP presence with a more robust brand page. AP, meanwhile, will highlight TRU as its key retail partner for its toys.

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