Discovery is taking aim at the curious minds of youngsters around the world with the launch of its new brand, Discovery #Mindblown.
The licensing arm of Discovery Communications announced the new brand today which is positioned at the intersection of exploration, curiosity and STEM-based edutainment. Originally created for Science Channel's on-air promotion, Discovery decided it was a perfect tag line for a gender-neutral STEM toy brand targeting Gen Z-ers looking for engaging content and experiences.
The brand will launch at retail with global toy partner Merchsource, in 2018. Drawing inspiration from Discovery's thousands of hours of STEM programming, #Mindblown will support learning with exciting hands on experiences from toys and games, to publishing apps, apparel and live events, supported Discovery Education's in-school curriculum.
“STEM-based toys, entertainment and experiences are what millennial parents and their kids are looking for today making this is the perfect time to introduce Discovery #Mindblown to consumers,” said Leigh Anne Brodsky, executive vice president of Discovery Global Enterprises, Discovery Communications.
“We are excited to continue our long-term partnership with Merchsource as we look to inspire kids through exciting products and build Discovery #Mindblown into the leading STEM brand for anyone with a curious mind, especially the highly-coveted Gen Z audience.”
“Over the past decade, Discovery and MerchSource have used their close partnership to launch high-quality, high-visibility, high-velocity programs at the nation’s leading retailers,” added Mike Roberts, co-founder and managing partner of MerchSource. “This new deal represents a significant expansion of that partnership, allowing us to bring STEM-based products to children and parents not in the United States, but now globally as well.”
“Exposure to innovative learning opportunities inside and outside the classroom sharpens problem-solving abilities, mastery of critical thinking and sparks intellectual curiosity,” concluded Lori McFarling, senior vice-president and chief marketing officer, Discovery Education. “Discovery Education is committed to supporting youth achievement in science, technology, engineering and math, and partnering with educators nationwide to ignite young people’s desire to improve the world with STEM.”