Already with 14 years of partnership under their belts, Discovery Consumer Products extended its direct-to-retail deal with both Toys ‘R’ Us, US and Toys ‘R’ Us, Australia through to 2017. Discovery’s Animal Planet toy line will add new remote control items to store shelves this fall, such as the Smoking Ice Dragon and Flying Fire Dragon.
In a non-traditional licensing agreement, the Animal Planet brand will collaborate with Morphsuits UK to launch a range of skin-tight “onesie” costumes—such as a jaguar, gorilla, grizzly bear, vampire bat, cobra and tiger—that will offer dress-up options for events like Halloween or festivals.
Discovery also signed Honk Kong-based EDU-Science (HK) Ltd as its new master toy partner for Animal Planet across Europe, Africa and the Middle East. EDU-Science will offer a new line of science-based toys and outdoor products, previewed earlier at toy fairs in Hong Kong and Nuremberg, which will hit retailers later this year.
Animal Planet will then tap into the market for high-end collectible figurines across Europe and Asia through a partnership with Hong Kong-based Mojo, featuring a line that will also include box sets, gift bags and recyclable wooden displays.