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Discovery launches Shark Week 2021 CP programme

Licensing partners across categories including apparel, accessories, toys, food, publishing and more dive into the annual summer event.

Discovery has revealed a strong list of merchandising partners for Discovery Channel’s Shark Week 2021.

Airing from Sunday 11 July through to Sunday 18 July with a host of original shark-themed programming, Shark Week is TV’s longest running summer event.

This year’s consumer products programme boasts both new and returning partners across apparel, accessories, toys, home, publishing and food.

New for 2021, DEVOUR Frozen Foods is launching limited edition Shark Week packaging for its frozen meals, along with a sweepstakes offering a number of prizes. Artisan jewellery brand, Pura Vida has new fashion accessories that will benefit Oceana, a charitable organisation dedicated to protecting and restoring the world’s oceans, while Hawaiian retailer Crazy Shirts is due to launch an exclusive line of licensed apparel for adults and children featuring its original art.

Also new for this year are pet toys from G Mason Group and Shark Week-themed towels from Sand Cloud.

Virtual racing app, YesFit will host a Shark Week-themed race, while scuba diver organisation PADI will launch a merchandise partnership with sustainable and eco-friendly Shark Week products.

In addition, from 13 July, Ubisoft will launch a themed level in Hungry Shark World and Hungry Shark Evolution. New items will let players become a pirate featuring exclusive in-game items, challenges and playable sharks.

Proving the enduring success of the Shark Week licensing programming, an extensive list of partners will be returning in 2021.

In the toy and games category, Mattel is back with its popular themed UNO deck, along with BKD returning with a line of shark play-sets. Plush shark pet toys will be available from Dan Dee, while, in the publishing category, Meredith Corporation is back on board for a shark-themed bookazine, The Ultimate Book of Sharks.

In apparel, Knockaround Sunglasses returns for a seventh year; Freestyle Watches has a collection of Classic Shark timepieces; RSVLTS has a variety of short-sleeve button-ups and t-shirts; The Forecast Agency has an apparel line retailing at PacSun; and Sock Fancy is back for a fourth year with a line-up of unisex socks and face masks.

“Shark Week is a pop culture phenomenon, and every summer viewers look forward to Discovery Channel’s shark-themed programming, and we see that with our successful consumer products program that continues to expand year over year,” said Carolann Dunn, vp consumer products licensing at Discovery. “We are excited to work with our partners, both new and returning, to bring shark-themed products to consumers everywhere and enhance their viewing experience.”

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