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.”