Discovery makes a splash with Shark Week retail plans

Host of new and returning retailer and licensing partners unveiled to celebrate this year’s unmissable week-longTV event

Written by Rhys Thomas

Posted 04.06.2019 | Retail

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On the opening morning of Licensing Expo, Discovery unveiled a monster lineup of merchandising partners for Shark Week 2019, airing 28 July to 4 August.

Coming off the heels of a massively successful 30th anniversary programme last year, Discovery Channel’s Shark Week is swimming into retail this summer with new apparel, footwear, accessories, toys, home goods and more.

New in 2019, Vans, the original action sports footwear and apparel brand, is diving in with a line of kids and adult footwear, t-shirts and accessories just in time for summer. The collection is launching in July at Vans stores, as well as specialty fashion retailers around the world, with a portion of proceeds donated to Oceana, Discovery’s charitable partner dedicated to protecting and restoring the oceans.

Following last year’s hugely popular Shark Week 30th anniversary and Shark Week holiday collections, vineyard vines will be returning this summer with a selection of nearly 50 styles for kids, men and women including apparel, swimwear and beach accessories. 

Build-A-Bear has again partnered with Discovery for a new, exclusive Shark Week collection that includes coordinating clothing options available in all stores and online in late May. 

Meanwhile CVS is also on board and will be supporting Shark Week with a two-foot endcap featuring a fun line of gifts and novelties in 3,000 stores this May. Products from both new and returning partners will be featured including four beach towel designs by Jay Franco, a leopard shark shaped blanket by Blankietails, shark-themed play and figure sets by Bright Kingdom, and plush shark toys by Dandee.

Additional returning partners for apparel include Knockaround, Fifth Sun, Crazy Boxer and Sock Fancy. Tervis.

“For more than three decades, Shark Week has been summer’s must-watch pop culture phenomenon, drawing in millions of viewers to explore the ocean’s depths with these powerful and mysterious creatures,” said Carolann Dunn, Vice President of Consumer Products Licensing, Discovery, Inc. “We are thrilled to bring fans such a diverse slate of merchandise to help them show their love for Shark Week this summer and beyond.”


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