tfe LICENSING Discovery Inc. Unveils New Brands and Product Lines for 2020 At Toy Fair New York 2020, Discovery Inc. will showcase its brands Discovery #MINDBLOWN, Discovery and Animal Planet. Discovery #MINDBLOWN is an exciting global brand opening the curious minds of kids around the world. Found at the intersection of exploration, curiosity, and STEM-based edutainment, #MINDBLOWN was originally created for Science Channel’s on-air promotion and it was a perfect tag line for a gender-neutral STEM toy brand targeting Gen Z-ers and their parents looking to learn through play. Today, the #MINDBLOWN brand extension has grown into a global brand with a major partnership with McDonald’s, digital games and consumer products that allow kids to explore different topics within STEM including space, humans, technology, and animals/dinosaurs. Drawing inspiration from Discovery’s thousands of hours of compelling STEM programming from Discovery Channel and Science Channel and exciting, new shows like Street Science, Discovery #MINDBLOWN inspires fans with exciting handson experiences from toys and games, to publishing apps, apparel and live events. Discovery #MINDBLOWN also works in partnership with Discovery Education, the global leader in curriculum-based digital content and the #1 digital learning company in the U.S., to transform classrooms into 21st century learning centers. 2019 was a standout year for #MINDBLOWN. At the 2019 Clio Entertainment Awards, #MINDBLOWN was honored with the Gold Award in recognition of its creativity and innovation in pop culture and entertainment. Additionally, the 12-in-1 Solar Robot was named one of Amazon’s top toys of the holiday season. In January 2020, #MINDBLOWN’s Happy Meal program with national marketing partner McDonalds will debut in the United States with a line of #MINDBLOWN STEM robot toys and integration within
McDonald’s McPlay and Happy Studio apps. Discovery #MINDBLOWN Happy Meals have been available in 25,000 restaurants worldwide with 25MM toy premiums. The program was TV commercial-supported and garnered the brand about 1 billion impressions. In 2020 and beyond, Discovery is increasing its market share in the toy space and continuing to lean into STEM education with an expanded line and a series of exciting new product launches including an innovative new line debuting globally in 2021. ANIMAL PLANET is one of the top animal brands on the planet encouraging consumers to celebrate and explore an enriching and ultimately humanizing connection to the animal world. In 2020, Animal Planet will announce that they have signed on to represent YouTube sensation Coyote Peterson across all licensing categories. Coyote Peterson is an adventurer and animal expert with a mission to excite, encourage and educate the next generation of animal enthusiasts. With over 14 million subscribers, his authentic, passionate, and curious animal videos have made him the most popular wildlife personality on YouTube and one of the platform’s fastest growing channels. In Q1, Coyote Peterson will join the Animal Planet family with Brave The Wild, a new series that takes viewers on a journey around the globe to encounter different types of animals. Discovery is showing full support for the new series and extending its reach with the launch of a dedicated consumer products line. Aimed at young children ages 4-8, the core focus for the merchandising campaign will be on toys and aspirational play patterns with extensions into publishing, packaged goods and outdoor apparel, gear and accessories. Beyond the launch of its latest partnership with Coyote Peterson, Animal Planet also recently brought back its popular toy line, available exclusively at Target stores and Target.com.
TFE FEB 2020 Licensing Discovery.indd 94
2/7/20 1:52 PM