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Discovery launches new STEM shop at FAO Schwarz flagship in New York

Discovery has launched a STEM shop under the brand extension, Discovery #Mindblown, at the new FAO Schwarz Flagship Store in New York. 

Launched just in time for the holiday season, the Discovery #Mindblown Shop will feature a line of gender-neutral, STEM-based edutainment toys created with Merchsource. It will also be stocked with favourites from the Discovery kids toy line. 

Discovery #Mindblown draws inspiration from the company’s content library of thousands of hours of STEM programming from Discovery Channel and Science Channel. The new brand is supported by Discovery Education’s in-school digital curriculum. 

The Discovery #Mindblown Shop at FAO Schawrz promises an immersive retail experience featuring over four dozen unique products merchandised in a modern science laboratory setting, complete with a sales associate Professor demonstrating the latest in STEM toys. 

Some of the products that the #Mindblown Shop will offer include a toy DIY Train Magnetic Levitation set, a Solar Vehicle Construction Set and a toy DIY Robotic Arm with Hydraulic.

The Discovery non-STEM toys featured in the shop will include Toy Night Goggles, a Toy Kids Starlight Lantern, and much more.

Carolann Dunn, VP, consumer products, Discovery said: “Our Discovery #Mindblown toy line is about satisfying curiosity, maximising playtime, and allowing kids to learn without losing any of the fun. 

"That’s why FAO Schwarz is the perfect home for Discovery #Mindblown. They are known for providing one-of-a-kind, enriching experiences to generations of children.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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