Discovery Debuts STEM Edutainment Brand

NORTH AMERICA–Discovery Consumer Products and global toy partner Merchsource have unveiled a new STEM-based brand, called Discovery #Mindblown. 

April 6, 2018

Discovery Debuts STEM Edutainment Brand

Merchsource will launch the Discovery #Mindblown toy line at retail later this year. 


Discovery #Mindblown, which was originally created for the Science Channel’s on-air promotion, is a gender-neutral STEM toy brand that targets Generation Z and draws inspiration from Discovery’s STEM programming on the Discovery Channel and Science Channel.

“STEM based toys, entertainment and experiences are what Millennial parents and their kids are looking for today making this is the perfect time to introduce Discovery #Mindblown to consumers,” says Leigh Anne Brodsky, executive vice president, Discovery Global Enterprises, Discovery Communications. “We are excited to continue our long-term partnership with Merchsource as we look to inspire kids through exciting products and build Discovery #Mindblown into the leading STEM brand for anyone with a curious mind, especially the highly-coveted Gen Z audience.”

The Discovery #Mindblown brand will also

debut with a variety of consumer products including toys and games, publishing apps


 apparel and live events. 

“Over the past decade, Discovery and MerchSource have used their close partnership to launch high-quality, high-visibility, high-velocity programs at the nation’s leading retailers,” says Mike Roberts, co-founder and managing partner, MerchSource. “This new deal represents a significant expansion of that partnership, allowing us to bring STEM-based products to children and parents not in the U.S., but now globally as well.”

The brand will launch at retail with Merchsource this year.

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