Jakks bringing Discovery Kids to market

By Staff -- Playthings, 10/8/2007 6:18:00 AM

MALIBU, Calif.—Jakks Pacific has signed a worldwide master toy license agreement with Discovery Communications to bring to the mass market toys and related products bearing the Discovery Kids brand.

Under the agreement, Jakks plans to produce activity sets, science kits, kids' microscopes, role-play sets, arts and crafts, electronic learning aids, plug-and-play games, outdoor/seasonal products, radio-controlled vehicles, puzzles and other to-be-named categories. The toymaker expects to ship the line to retail for fall 2008.

"Families trust Discovery Kids programming and products, with parents viewing them as inspirational and educational, and children viewing them as interesting, exciting and cool," said Jack Friedman, Jakks' chairman and CEO. "We are working to make the products unique and engaging, to deliver toys and play accessories that are both smart and fun. We want to help kids and parents learn how to explore the fascinating world around them."

The Discovery Kids Channel focuses on science, adventure, exploration and natural history through documentaries, reality shows, scripted dramas and animated stories. The 24-hour digital cable channel reaches more than 57 million households throughout the U.S.

"We are thrilled to partner with Jakks Pacific to bring children the top quality Discovery Kids brand definitional products that help kids satisfy their natural curiosity and engage with their world," said Marjorie Kaplan, president and general manager, Animal Planet and Discovery Kids Media. "We believe Jakks' mass market line will be a whole lot of fun and help reinforce our brand's values to kids everywhere."

Big Tent Entertainment oversees the property's licensing and merchandising.