Discovery Rolls Out New Toys


Discovery Enterprises International has rolled out its first Discovery Explore Your World toy range in the U.K. and Ireland at retailers including Toys ‘R’ Us, The Entertainer, Smyths and Amazon.

The range of educational toys was created under a four-year license agreement with Trends U.K. and made its initial debut at Argos earlier this year.

Hero items for the cross-category line include Thermo Night Trakker Goggles, hi-tech glasses that detect body heat in low-level lighting, a remote-control tarantula and the Ultrasonic Detector, a handheld unit that picks up sounds undetectable to human ears.  

“The instinctive curiosity that children express toward the natural world is universal. Parents trust and believe in the power of the Discovery brand and by working together to create products that are fun and educational, we hope to inspire budding young scientists to explore the world around them,” says Lee Clowes, managing director, Trends U.K.

International roll out of the toys will follow in 2014 with distribution partners confirmed in Australia, the Philippines and multiple European markets including France, Greece, Turkey, Scandinavia, Romania, Hungary, Lithuania and Malta.

“Discovery Explore Your World helps children to discover the wonders of the natural world through great, interactive products. We identified a clear gap in the market for a new real world property for kids and developed this exciting brand extension in response to this,” says Nicolas Bonard, general manager and senior vice president, DEI. “As our master toy partner, Trends U.K. is seizing the commercial opportunity by developing a range that combines education with entertainment ensuring that the products will be a hit with parents and children alike.”