Discovery Consumer Products has renewed its longstanding direct-to-retail partnership with Toys R' Us U.S. and Toys 'R' Us Australia.
The new contract extends the 14-year partnership between Discovery and TRU through 2017.
With 20 feet of linear shelf space and an end cap presentation at Toys 'R' Us U.S. and 12 feet of shelf space at Toys 'R' Us Australia, the Animal Planet toy line recently debuted a fresh look, with new products in the theme of ocean, land and dinosaurs.
This fall, new remote-control items, such as the Smoking Ice Dragon and Flying Fire Dragon, will be added to the broad assortment of Animal Planet products currently available at Toys 'R' Us in the U.S., Australia and online.
In addition to the growth of the U.S. brand, Discovery Consumer Products has partnered with EDU-Science as the new master toy partner for Animal Planet across Europe, the Middle East and Africa. Animal Planet’s licensing program currently boasts more than 80 partners worldwide.
The Animal Planet brand is also inspiring non-traditional licensing partnerships, including a collaboration with Morphsuits U.K., which launched a range of all-in-one second skin Animal Planet costumes for kids and adults including a jaguar, gorilla, grizzly bear, vampire bat, cobra and tiger.
High-end collectible Animal Planet figurines were recently introduced at retail throughout Europe and Asia in partnership with Mojo. The line also includes box sets, gift bags and recyclable wooden display options.
Animal Planet consumer products continue to drive the mission of Animal Planet’s initiative R.O.A.R. (Reach Out. Act. Respond.), dedicated to improving the lives of animals in communities and the wild. A portion of the proceeds from the sale of select Animal Planet products are distributed to R.O.A.R. partners, with more than $1 million donated to date. Contributions to R.O.A.R. are now expanding to global licensees with the recent addition of Perfetti Van Melle, the confectionary company behind Chupa Chups and Mentos.
“Animal Planet encourages kids to explore the animal kingdom through interactive and innovative games and toys, keeping them both entertained and intrigued,” says Nicolas Bonard, general manager and senior vice president, Discovery Consumer Products. "Toys 'R' Us continues to be a key partner in both retail and product development for the Animal Planet brand, and we are excited to continue growing worldwide with an experienced partner like EDU-Science."