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Discovery Takes a Bite out of Retail with Massive Shark Week 30th Anniversary Merchandising Program

– Build A Bear, SWEDISH FISH Candy, Vineyard Vines, and Walmart Among New Partners Participating to Celebrate Television’s Longest Running Summer Tent Pole Event –

– Shark Week Kicks Off Sunday, July 22 –


Discovery unveiled its most ambitious merchandising program to date in celebration of Shark Week’s 30th Anniversary. Discovery Channel’s Shark Week, television’s longest running must-see summer tent pole event, is swimming into retail this summer with a robust product lineup including new apparel, accessories, books, toys, packaged goods, and more.

Heading into Shark Week’s 30th anniversary in July, Discovery has lined up an incredible roster of merchandising including top co-brands such as SWEDISH FISH candy by Mondelēz International, Build-a-Bear, and vineyard vines, as well as multiple categories of product including food, toys, and tech products. Walmart is also on board as a premier Shark Week retailer. Princess Cruises will be transforming Shark Week into a full season with its first-ever Summer of Shark.

Each year, Shark Week takes fascinated viewers on a week-long journey to the depths of the sea to uncover the secrets of the ocean’s top creature. Found in all 220 countries and territories around the globe, Shark Week is a pop culture phenomenon that thrills fans of all ages with dynamic programming around these often-misunderstood sea creatures.

“Over the last 30 years Shark Week has transformed into a pop culture phenomenon!” Said Leigh Anne Brodsky, Executive Vice President, Discovery Global Enterprises. “We are excited to have such incredible partnerships on board to give Shark Week fans the opportunity to see and experience this week of amazing, family-friendly content as we celebrate these fearsome and captivating ocean creatures.”

Discovery’s exciting new Shark Week partnerships include an exclusive collaboration with vineyard vines, a company best known for its whimsical neckties and smiling pink whale logo. In collaboration with Discovery, vineyard vines will be offering a line of more than 40 exclusive Shark Week products including apparel, neckties, headwear, swimwear, towels, beach totes, and drinkware. Twenty percent of all proceeds from a unique shark camouflage printed women’s bikini and men’s board short will be donated to Oceana, a charitable organization dedicated to protecting and restoring the world’s oceans on a global scale, and Discovery’s charitable partner.

Build-A-Bear, a global interactive destination for creating customized furry friends, has partnered with Discovery this year for a special Shark Week 30th Anniversary collaboration. Beginning in late May, Build-A-Bear will offer two exclusive Shark Week furry friends, a Make-Your-Own Great White plush and a Make-Your-Own Hammerhead plush—plus, coordinating clothing options, including two Tank Top and Board Short sets and a Shark Week Hoodie.

Shark Week superfans can soon sink their teeth into the new SWEDISH FISH Mini Tropical flavored candy from Mondelēz International. SWEDISH FISH candy, the official candy sponsor of Shark Week, has partnered with Discovery on a 360 partnership reaching fans in-stores, traditional spots, sweepstakes and a new mobile game, SWEDISH FISH CHOMPED. The game, developed by Vayner Media, allows users to act as a shark, trying to eat as many SWEDISH FISH candy as possible without chomping any coral or jellyfish.  In the game fans can also enter a sweepstakes for a chance to win a shark encounter opportunity in Hawaii with round-trip airfare and hotel accommodations.

Walmart will bring shoppers and families closer than ever to Shark Week 30th Anniversary this year, through an eye-catching in-store pallet train jam packed with “jawsome” products that will surprise and delight fans of all ages while reminding them to get the family together to tune in to Shark Week on Sunday, July 22nd. Beginning July 9th, Walmart will offer an exciting new array of products from toys, tees and towels to snacks, books, and DVDs. In select doors, products will be uniquely merchandised on a life-sized shark tank complete with a shark tank photo booth, providing shoppers with a fun and unique experience they can share by posting photos on social media, including Instagram and Facebook. In addition, shoppers will enjoy an exclusive, in-store augmented reality experience.

Shark Week is sure to make a splash with exciting new games and toy collaborations including giant pool inflatables by Bestway, exclusively at Walmart and in stores now, exclusive shark-themed play and figure sets by Bright Kingdom, plush shark toys by Dandee, and fun shark novelty toys by Magic Time. Walmart will also Shark Week fans an exclusive 30th Anniversary DVD and Blu-ray combo pack featuring top episodes, rarely-seen content and bonus digital episodes.

As part of its Discovery at SEA Program in partnership with Discovery™, Princess Cruises will celebrate an entire summer of Shark Week with a variety of events, promotions, themed culinary offerings and exclusive on-board festivities all surrounding Shark Week on seven ships sailing into Alaska, the Caribbean and the British Isles. Guests embarking on Caribbean Princess Cruises sailing from June through September out of Fort Lauderdale will experience a fully immersive experience honoring these magnificent sea creatures. Cruisers will be greeted with a myriad of Shark Week themed experiences, featuring designed public spaces including elevators, restaurants and casino tables all celebrating 30 years of Shark Week.

Other Shark Week licensing partnerships include exclusive apparel and footwear collaborations with Crazyboxer boxer shorts, Fifth Sun t-shirts, DISCOVERY SHARK by The Rodnik Band apparel and accessories to be featured in a Shark Week pop-up store at the exclusive Spitalfields in London, and accessories, six custom pairs of socks by Sock Fancy, and Tidal New York flip-flops. Shark Week accessories will be offered through partnerships with Freestyle watches, Jay Franco throws and beach towels, Knockaround sunglasses, and Sprayground backpacks.

Additionally, Bulu will be unveiling an official limited-edition Shark Week Box full of Shark week apparel, goodies and collectibles. Everi will offer new Shark Week-themed slot machine games in select casinos. Shark Strike, the official app of Discovery’s Shark Week, will be available in the Apple App Store and Google Play.

An exciting array of books dedicated to helping Shark Week superfans learn more about the ocean’s top creatures will be made available through partnerships with Feiwel & Friends and Time Inc. Books – plus a special collector’s issue magazine with Topix Media Lab, Sharks: The Definitive Companion.

For up to date information on Shark Week as well as photos and videos, follow #SharkWeek on Twitter, Instagram, Facebook and Snapchat.

About Discovery Channel:
Discovery Channel is dedicated to creating the highest quality non-fiction content that informs and entertains its consumers about the world in all its wonder, diversity and amazement. The network, which is distributed to 100.8 million U.S. homes, can be seen in 224 countries and territories, offering a signature mix of compelling, high-end production values and vivid cinematography across genres including, science and technology, exploration, adventure, history and in-depth, behind-the-scenes glimpses at the people, places and organizations that shape and share our world. For more information, please visit

About Discovery:
Discovery, Inc. (Nasdaq: DISCA, DISCB, DISCK) is a global leader in real life entertainment, serving a passionate audience of superfans around the world with content that inspires, informs and entertains. Discovery delivers over 8,000 hours of original programming each year and has category leadership across deeply loved content genres around the world. Available in 220 countries and territories and 50 languages, Discovery is a platform innovator, reaching viewers on all screens, including TV Everywhere products such as the GO portfolio of apps and Discovery Kids Play; direct-to-consumer streaming services such as Eurosport Player and Motor Trend Group; and digital-first and social content from Group Nine Media. Discovery’s portfolio of premium brands includes Discovery Channel, HGTV, Food Network, TLC, Investigation Discovery, Travel Channel, Turbo/Velocity, Animal Planet, and Science Channel, as well as OWN: Oprah Winfrey Network in the U.S., Discovery Kids in Latin America, and Eurosport, the leading provider of locally relevant, premium sports and Home of the Olympic Games across Europe. For more information, please visit and follow @DiscoveryIncTV across social platform.

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