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Animal Planet to enter India's kids merchandise market
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After opening a whole new world of information to Indian kids, Discovery's Animal Planet is all set to enter the country's retail market by providing a new range of merchandise and making knowledge fun for children.

From toys to books, stationery, home videos, apparel and games, the enterprise will soon launch its merchandise in Indian market which will be a blend of fun and educational products that will continue to provide real-world entertainment enabling children to explore the world around them and satisfy their curiosity.

"Animal Planet already has 37 million viewers. Parents associate Discovery and Animal Planet with high quality content. It is a great time to come to India and enter its retail market where we would offer something more to our little viewers. These merchandise lines are perfectly positioned to provide an alternative to character and movie properties emphasizing the fact that knowledge is fun," Jo Edwards, VP, International Licensing, Discovery Enterprises told us.

The channel has joined hand with Dream Theatre Private Limited, an entertainment company based out of Mumbai for the exclusive licensing rights to extend the merchandise lines for kids in the 4-14.

"Animal Planet accessories are a huge rage with kids in foreign markets. Apart from the premium range, our intention would be to customize and have a more mass range according to Indian taste and penetrate deep inside," Jiggy George, Founder and CEO, Dream Theatre Private Limited said.

"Our range of Plush toys have been awarded with Best new toy of 2010 in UK. We also intend to launch a lower prized range here according to the market. The toys will also include a little piece of trivia about the animal for the kids," Edwards added.

Apart from venturing in the toy market, the enterprise will have a back to school range that will include stationary, followed by an apparel line with which will bring alive the world of animals on clothes for kids. Animal Planet Home Video including DVDs and VCDs in Hindi and English are due next year.

The Animal Planet is also keen to cater to its male audience. They will soon be coming out with their Discovery Expedition range that will include adventure and travel accessories, apparels and even gadgets.

"Discovery is synonymous with exploration, knowledge and adventure. The line will have a core values and apply them to technically advanced outdoor and lifestyle apparel, accessories and electronic equipment," Edwards said.

"There has been an upsurge in adventure sports in India. With our expedition range we would be spreading the idea of being a part of the adventure and not just seeing it on TV," Edwards said.

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