US: PBS unveils toy line

The broadcaster has launched a range of pre-school toys, available exclusively on its online shop.
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The move into the toy aisle extends PBS’ transmedia mission, which is to reach children across all platforms including on-air, online, on mobile devices, in classrooms and through creative play.

The range will be exclusively available online at a newly launched PBS Kids Shop - PBSKIDSshop.com - until early autumn, when they will become available at additional retailers.

Lesli Rotenberg, senior vice president, children’s media, PBS, said: “The PBS KIDS Shop is an extension of our strategy to provide PBS KIDS educational programming and related tools and materials wherever kids are.”

The new toy collection will launch with over 20 wooden toys for pre-schoolers. Products include a PBS Kids Sounds of the World Rhythm Set, a PBS Kids Puzzle Play-set Safari (also be offered in beach and playground themes), building and construction toys, such as the PBS Kids Exploration Blocks City and PBS KIDS Three-Layer Puzzles (in Barn, Camping and other themes).

“We’re excited to extend the educational benefits of PBS Kids programming to a new platform," Rotenberg continued. "Toys are a very natural extension of our ongoing mission to offer learning opportunities to children, and parents’ trust and familiarity with PBS KIDS will help foster valuable co-play opportunities.

"The toys facilitate hands-on learning and parent-child interaction through creative play, which we know can help kids build critical skills to prepare them for success in school and in life.”

The online shop will also feature educational books, games, toys, DVDs, customisable apparel and more, based on the full range of PBS Kids programs.

All PBS Kids programmes will be represented, including Sesame Street, Curious George, Super Why, Dinosaur Train and many more.

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