Discovery has unveiled its ‘most ambitious merchandising programme to date,’ in celebration of Shark Week’s 30 anniversary.
Discovery Channel’s Shark Week – television longest running summer tent pole event – is swimming into retail with a robust product line-up, including new apparel, accessories, books, toys, packaged goods and more.
As it prepares for the event’s 30 anniversary this July, Discovery has tapped a swathe of co-brands including Swedish Fish candy by Mondelez International, Build-a-Bear and vineyard vines.
These join multiple categories of product including food, toys and tech products. Walmart is also on board as a premier Shark Week retailer and Princess Cruises will be transforming Shark Week into a full season with its first Summer of Shark campaign.
Each year, Shark Week takes viewers on a week-long journey to the depths of the sea to uncover the secrets of the ocean’s most fascinating predator. Found in all 220 countries and territories around the globe, Shark Week has become a pop culture highlight.
“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.”
In collaboration with vineyard vines, Discovery will be offering a line of more than 40 exclusive Shark Week products including apparel, neckties, headwear, swimwear, towels, beach totes and drinkware.
20 per cent of the proceeds from a unique shark camouflage printed women’s bikini and men’s board shorts will be donated to Oceana, a charitable organisation dedicated to protecting and restoring the world’s oceans on a global scale.
Meanwhile, Build-a-Bear will offer two exclusive Shark Week products: a Make-Your-Own Great White plush and a Make-Your-Own Hammerhead plush, while as part of its Discovery at Sea Programme in partnership with Discovery, Princess Cruises will celebrate a summer of Shark Week with a variety of events, prmotions, culinary offerings and on-board festivities.
Cruisers will be greeted with myriad of Shark Week themed experiences, featuring designed public spaces including elevators, restaurants and casino tables, all celebrating 30 years of Shark Week.