Discovery Signs New Toy Partners

Discovery Communications has signed two new partners to create augmented reality and role play toys for its Discovery Kids brand.

Big Tent Entertainment, North American licensing agent for Discovery Kids, brokered the deals.

Cypher Entertainment is creating a line of augmented reality 3D Jurassic action toys. The line will include two separate product packs–the Dino Excavation kit and the Interactive Dinosaur kit–that will let kids assume the role of an archaeologist using digging tools and protective glasses to excavate fossilized bones and reconstruct their dinosaur. The dinosaur figures will be embedded with augmented reality technology that will let them “come to life” on smartphones and mobile devices.

The line will also come with access to a dinosaur mobile game and a trading card that, when scanned, takes players to a digital excavation site to dig for and assemble dinosaur bones.

Tek Nek Toys will introduce a new line of outdoor adventure and role play products that promote nature exploration and bug observation.

The line will include a ride-on vehicle, a bug vacuum, a light-up viewing scope, a big pocket vest, a watch/compass, a periscope, a magnifying glass, a creature catcher net and a pop-up critter hamper. The line will also include an electronic, talking puzzle map of the U.S. and a number of play sets designed to let kids step into the roles of firefighters, police officers, soldiers and handymen.

Both lines will be available across the U.S. this year.