Discovery is developing a consumer products programme around the hit YouTube adventurer, Coyote Peterson, kicking off with the launch of a range of toy and aspirational play patterns for kids and families.

Peterson is the star of YouTube’s most-viewed animal channel – Brave Wilderness – with more than three billions views to date. The adventurer recently joined the Animal Planet slate with a new television series called Coyote Peterson: Brave the Wild.

Discovery will now represent Coyote across all licensing categories and develop a consumer products programme with the aim of encouraging and educating the next generation of animal enthusiasts.

In his new series, Coyote Peterson: Brave the Wild, Peterson brings the animal kingdom up close for the next wave of explorers in an entertaining way, while promoting compassion and welfare for the natural world.

Together with wildlife biologist Mario Aldecoa and his crew, Coyote shares their adventures with Animal Planet’s audiences and his “Coyote Pack” across all platforms.

Discovery is building out a dedicated consumer products program specifically aimed at children aged four to eight. The core focus for the merchandising programme to start will be on toys and aspirational play patterns, with extensions into publishing, packaged goods and outdoor apparel, gear and accessories.

“Coyote Peterson is a great example of Discovery talent whose personality transcends the screen and connects deeply with our passionate fans around the world,” said Carolann Dunn, vice president, consumer products, Discovery, Inc.

“Animal Planet serves animal lovers of all ages, and with Coyote we are thrilled to be able to connect with that younger audience through a line of fun, innovative and inspirational toys.”