Discovery Taps Hasbro for Doki

Discovery Communications announced that Hasbro will launch a new plush line in Latin America for iconic Discovery Kids channel personalities Doki, Mundi and friends in November.

Hasbro will develop a range of plush products that will target boys and girls aged 2-6 years under the Discovery Kids banner. The initial range featuring Doki and Mundi will include a 10” basic soft toy line, 12” interactive singing and talking plush and 10” feature plush. Hasbro also has plans to introduce a soft toy range based on Doki’s friends, Fico, Anabella, Gabi and Oto.

The Doki licensing program has more than 50 licensees across Latin America in categories that include toys, games, apparel, publishing and stationery. A successful live show ‘Doki En Vivo: Un Mundo Por Explorar’ (“Doki Live Show: A World to Explore”) offers a great interactive fun-filled experience for young and older members of the family. The live show has already toured in Brazil and Central America, and the next stop will be Chile in July of this year.

“Doki is a beloved personality among children throughout Latin America—and now, due to our partnership with Hasbro, Discovery Kids fans will be delighted by the new and exciting Doki-branded products that will soon be available,” says Esteban Romiti, regional licensing director, Discovery Enterprises International, Latin America. “This represents a significant step towards the brand’s ongoing expansion, and we believe that Doki will truly benefit from Hasbro’s extensive experience in brand building and marketing licensed toy properties.”

“Hasbro Latin America is very pleased to have the opportunity to bring to market a highly creative line of plush and soft toys based on the immensely popular Doki property,” says Augusto Brambilla, Hasbro’s senior vice president and general manager, Latin America. “We look forward to working closely with Discovery in making available a wonderful range of immersive products based on Doki and friends.”