DiscoveryKids
Consumer Products

Discovery Kids looks to more augmented reality and outdoor play

The Discovery Kids brand will be extended to new product lines this year thanks to a deal with Cypher Entertainment for a line of augmented realty toys and a partnership with Tek Nek Toys for outdoor role play products.
January 16, 2014

The Discovery Kids brand will be extended to new product lines this year, thanks to a deal with Cypher Entertainment for a line of augmented realty toys and a partnership with Tek Nek Toys for outdoor role play products.

The deals, which will come to fruition in 2014, were brokered on behalf of Discovery Communications by Big Tent Entertainment, the North American licensing agent for the Discovery Kids brand.

The Cypher Entertainment augmented reality 3D Jurassic Action toys will be powered by mobile devices.  Divided into two separate product packs, Dino Excavation Kit and Interactive Dinosaur Kit, the new toys will be embedded with augmented reality technology that allows the figures to trigger an interactive 3D dinosaur via any smartphone mobile device. The line comes with access to a special dinosaur game that will further immerse them in the Jurassic era through mobile devices. This component includes a trading card that when scanned, takes players to an excavation site to dig for dinosaur bones and assemble, ultimately revealing fun facts about dinosaurs.

On the other end of the spectrum, the Tek Nek Toys will promote nature exploration and bug observation, and products will include a ride-on vehicle, as well as outdoor discovery toys such as a bug vacuum,  light-up viewing scope, big pocket vest, wrist watch/compass, periscope, magnifying glass, creature catcher net and pop-up critter hamper. The line will also include an electronic talking puzzle map of the United States and a number of play sets designed to let kids step into the roles of firefighters, police officers, soldiers and handymen.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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