ITALY: Discovery inks toy deal for Explore Your World

Samantha Loveday

By Samantha Loveday

August 4th 2011 at 10:30AM
ITALY: Discovery inks toy deal for Explore Your World

Lisciani Giochi secures five-year agreement for new kids brand.

Italian toy licensee Lisciani Giochi has signed up the pan European rights to produce a new toy line for Discovery Communications' Explore Your World brand.

The five-year deal will see the company create a range of educational toys for children aged eight to 12.

The Explore Your World range will include an electrical circuit game for children to experiment with simple parallell and series circuits such as those in light bulbs and FM radios; a botanical garden kit, which will include a fully functioning greenhouse; and a solar system kit.

The line will launch from Christmas 2011 across most European markets.

"The Explore Your World brand is unique to the market in that it taps directly into kids' imaginations while satisfying their thirst of knowledge and adventure in the world around them," said Nicolas Bonard, SVP at Discovery Enterprises International Europe.

"This latest deal with Lisciani Giochi is integral to our commitment to harness the power of the Discovery brand and create licensed products that are fun yet broaden knowledge of the natural world."