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Discovery Launches Shark Week 2021 Consumer Products Program

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Licensing partners across a broad range of categories dive into the annual summer event.

Discovery has announced a list of merchandising partners for Discovery Channel’s Shark Week 2021. This year’s Shark Week airs July 11 through July 18 with a lineup of original shark-themed programming. Its 2021 consumer products program boasts new and returning partners across apparel, accessories, toys, home, publishing and food.

New in 2021, Devour Frozen Foods is launching limited-edition Shark Week packaging for its frozen meals, along with a sweepstakes offering shark fanatics a chance to win prizes. Jewelry brand Pura Vida is diving into Shark Week with new fashion accessories that will benefit Oceana, a charitable organization dedicated to protecting and restoring the world’s oceans, available at Tilly’s and independently owned surf shops. Hawaiian retailer Crazy Shirts is set to launch an exclusive line of licensed apparel for both adults and kids featuring original art. The collection will be available at the brand’s retail stores, catalog and crazyshirts.com. Also splashing into this year’s program are pet toys from G Mason Group available at Walmart and Shark Week-themed towels from Sand Cloud available online only at SandCloud.com.

Virtual racing app YesFit will host a Shark Week-themed race and scuba diver organization Padi will launch a merchandise partnership with sustainable and eco-friendly Shark Week products available on PadiGear.com and the Discovery store. Starting July 13, gaming company Ubisoft will launch a Shark Week-themed level in “Hungry Shark World” and “Hungry Shark Evolution.”

In addition, an extensive list of partners is returning in 2021. In the toy and games category, Mattel is diving back in with its Shark Week-themed UNO deck available at Walmart, Kroger and Amazon, along with BKD returning with a line of shark playsets available at CVS and Costco Canada. Plush shark pet toys by Dan Dee will be available at Walmart. In the publishing category, Meredith Corporation is back on board for a shark-themed bookazine, The Ultimate Book of Sharks, geared toward all Shark Week fans, which will be available on newsstands nationwide beginning July 2.

A number of apparel and accessories partners are returning with fresh, new trend-right designs for this year’s Shark Week. Knockaround Sunglasses, available at knockaround.com, returns for a seventh year, with their special-release shark-themed sunglasses, along with new kids’ sunglasses and apparel, while Freestyle Watches showcases its collection of Classic Shark timepieces with digital or analog movements available for the third year at Freestyleusa.com, Ron Jon's, Tilly's, Zumiez and other fine retailers. Returning apparel partners include RSVLTS with a variety of short-sleeve button-ups and T-shirts available on RSVLTS.com or through @rsvlts on Instagram. Men’s and women’s apparel company, The Forecast Agency is back with an apparel line retailing at PacSun in early July. Sock Fancy is back for a fourth year with a line of unisex socks and premium triple-layered face masks available at SockFancy.com.

“Shark Week is a pop culture phenomenon, and every summer viewers look forward to Discovery Channel’s shark-themed programming, and we see that with our successful consumer products program that continues to expand year over year,” says Carolann Dunn, vice president, consumer products licensing, Discovery. “We are excited to work with our partners, both new and returning, to bring shark-themed products to consumers everywhere and enhance their viewing experience.”

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