Discovery Enterprises International is celebrating the roll out of the first Discovery Explore Your World toy range in the UK and Ireland - with the Trends UK products getting off to a strong start.
Retailers including Argos, Toys R Us, The Entertainer, Smyths and Amazon are all now stocking the line, following the successful exclusive launch at Argos earlier in the year.
Under the terms of its four-year deal with DEI, Trends UK has developed Discovery Explore Your World products in a broad range of categories including youth electronics. scientific play-sets and remote control toys.
Hero items from the range 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 range is being backed by above the line support including dedicated TV advertising and an online and broadcast competition on the Discovery Channel.
The international roll out of the product line will follow in 2014 with distribution partners confirmed in Australia, the Philippines and multiple European markets.
"The instinctive curiosity that children express towards the natural world is universal," said Lee Clowes, MD of Trends UK. "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."
Nicolas Bonard, general manger and SVP of DEI and France, added: "As our master toy partner, Trends UK are 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."