Discovery Hatches Plan for New Toy

SCS Direct is planning to feature Discovery Communications’ Animal Planet brand in a new collection of its Hatch ‘Em Eggs toys. The deal was brokered by Animal Planet’s licensing agent the Joester Loria Group.

SCS Direct will create four Animal Planet-themed sets of eggs–Ocean, Rainforest, Safari and Dinosaurs–that, when placed in water, hatch to reveal a creature inside. The line will debut at Toy Fair in February 2014.