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Discovery Launches Shark Week 30th Anniversary Merchandising Program

SharkWeek2Discovery is launching a merchandising program in celebration of Shark Week’s 30th Anniversary. The program will include a product lineup featuring new apparel, accessories, books, toys, and packaged goods.

The merchandising partners will include co-brands such as Swedish Fish candy by Mondelēz International, Build-a-Bear, and Vineyard Vines, as well as categories of product including food, toys, and tech products. Walmart is the premier Shark Week retailer. Princess Cruises will be transforming Shark Week into a full season with its first-ever Summer of Shark.

 

Discovery’s new Shark Week partnerships include an exclusive collaboration with Vineyard Vines. In collaboration with Discovery, Vineyard Vines will offer a line of more than 40 exclusive Shark Week products including apparel, neckties, headwear, swimwear, towels, beach totes, and drinkware.

Beginning this month, Build-A-Bear will offer two exclusive Shark Week furry friends, a Make-Your-Own Great White plush and a Make-Your-Own Hammerhead plush—plus, coordinating clothing options, including two Tank Top sets, two board short sets, and a Shark Week hoodie.

Mondelēz International will launch Swedish Fish mini tropical flavored candy. Swedish Fish candy, the official candy sponsor of Shark Week, partnered with Discovery on a 360 partnership reaching fans in-stores, traditional spots, sweepstakes, and a new mobile game, Swedish Fish Chomped. The game, developed by Vayner Media, allows users to act as a shark, trying to eat as much Swedish Fish candy as possible without getting any coral or jellyfish.  Fans can also enter a sweepstake for a chance to win a shark encounter opportunity in Hawaii with round-trip airfare and hotel accommodations.

Walmart is launching an eye-catching in-store pallet train with Shark Week products including toys, T-shirts, towels, snacks, books, and DVDs. In select stores, products will be merchandised on a life-sized shark tank complete with a shark tank photo booth and an in-store augmented reality experience.

Additional products include giant pool inflatables from Bestway, shark-themed play and figure sets by Bright Kingdom, plush shark toys by Dandee, novelty toys by Magic Time. Walmart will also offer an exclusive 30th Anniversary DVD and Blu-ray combo pack featuring top episodes, rarely-seen content, and bonus digital episodes.

Princess Cruises will celebrate an entire summer of Shark Week with a variety of events, promotions, themed culinary offerings and exclusive on-board festivities all surrounding Shark Week on seven ships sailing into Alaska, the Caribbean, and the British Isles. Cruisers can partake in Shark Week-themed experiences, featuring designed public spaces including elevators, restaurants, and casino tables celebrating 30 years of Shark Week.

Other Shark Week licensing partnerships include exclusive apparel and footwear collaborations with Crazyboxer boxer shorts, Fifth Sun T-shirts, Discovery Shark by The Rodnik Band apparel, six custom pairs of socks by Sock Fancy, Tidal New York flip-flops, Shark Week accessories through partnerships with Freestyle watches, Jay Franco throws and beach towels, Knockaround sunglasses, and Sprayground backpacks.

Additionally, Bulu will be unveiling an official limited-edition Shark Week Box full of Shark week apparel, goodies, and collectibles. Everi will offer new Shark Week-themed slot machine games in select casinos and Shark Strike, the official app of Discovery’s Shark Week, will be available in the Apple App Store and Google Play.

A range of books to help Shark Week fans learn more about the ocean’s top creatures will be made available through partnerships with Feiwel & Friends and Time Inc. Books. A special collector’s issue magazine with Topix Media Lab, Sharks: The Definitive Companion will also be released.

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