Horizon plans Animal Planet arts and craft kits
By Staff -- Gifts and Dec, 3/16/2010 7:55:00 AM
NEW YORK—Discovery Communications has signed Horizon Group USA to develop Animal Planet-branded craft and activity kits.
The line will launch exclusively at Michaels craft stores in April. It will include 19 assorted SKUs ranging from cast and fossils to paint-by-number and create-your-own gliders. The line also features "color and create" flip books and "stamps n’ stickers," plus make-your-own kits for birdhouses and bug catching. The items will target kids ages 5-11.
The Animal Planet craft and activity kits will be included in Michaels' Kids Summer Camp 2010 program, which will be featured in all 1,018 Michaels stores. The products will also be supported by an integrated marketing campaign that will include in-store signage, circular placement and visibility on the Michaels website.
A portion of the proceeds from the products will benefit the principal partners of R.O.A.R (Reach Out. Act. Respond), Animal Planet's national campaign that, together with leading animal organizations, takes action on behalf of and serves as a voice for animals.
The deal with Horizon Group USA was brokered on behalf of Animal Planet by its licensing agent, the Joester Loria Group (JLG) and is North American based only.
The duration of Michaels' exclusivity window for the product line was not announced.
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