Discovery is developing a consumer products programme for Coyote Peterson, the hit YouTuber whose Brave Wilderness channel is the most viewed animal channel.
The agreement will see Discovery represent Coyote across all licensing categories and develop a merchandise roll out that aims to educate and encourage young animal enthusiasts.
Coyote, who has more than 15.5 million YouTube subscribers and went viral with a series of videos documenting the effects of insect stings, recently launched his debut TV show on Animal Planet. Coyote Peterson: Brave the Wild is aimed at a parent-child co-viewing audience, and follows the naturalist and his crew as they delve into the animal kingdom.
To tap into that inter-generational audience, Discovery will kick the partnership off with a line of toys and other merchandise aimed at kids, with extensions into publishing, packaged goods and outdoor apparel, gear and accessories planned.
“Coyote Peterson is a great example of Discovery talent whose personality transcends the screen and connects deeply with our passionate fans around the world,” says 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.”