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Animal Planet Extends Branding In Toys R Us, and Theme Parks
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 Animal Planet and Universal Studios have entered a long term strategic partnership, the centerpiece of which will be the creation of "Animal Planet Live," an all-new attraction for the Universal Studios theme parks in Hollywood and Orlando. The attraction is currently being developed to open simultaneously at both locations in Spring 2001."Animal Planet Live" will offer the parks' visitors a dynamic attraction inspired by Animal Planet's most popular series, including The Crocodile Hunter, Emergency Vets, Call of the Wild, Wild on the Set, and others. It will include animal demonstrations, live sketches, video clips, and even visits from the stars of these popular series to provide the personal and innovative elements that have made Animal Planet one of the biggest success stories in cable television history. "One of the keys to our success has been our ability to find innovative ways to extend our brand beyond the television screen and we can think of no better way to make Animal Planet come to life than by partnering with Universal Studios," said Clark Bunting, executive vice president and general manager, Animal Planet. "To have a significant, branded presence for the millions of people who visit two of the world's best and most popular family theme parks is an important next step for the future of the network."  Stephanie Sperber, senior vice president, corporate marketing and partnerships, Universal Studios said, "This partnership is a perfect combination of Universal's showmanship in live themed entertainment and Animal Planet's programming expertise. We are looking forward to launching this unique attraction, which is the first of its kind, and we have high hopes for exploring additional opportunities throughout our other businesses, including features, video and even music."
Launched in October 1996, Animal Planet has quickly become one of the most compelling success stories in cable television history. Already the fastest growing network of the 1990s, Animal Planet crossed the 60 million-subscriber threshold in May 2000, reaching this important benchmark faster than any other cable network ever. The growth of the Animal Planet brand has kept pace with its explosive distribution. This fall, Toys 'R Us and Animal Planet will implement a partnership that will give the network a branded presence in every Toys R Us, Kids R Us and Babies R Us store worldwide. At the same time, consumers will be able to buy an entire line of toys and apparel inspired by Animal Planet's most popular series, The Crocodile Hunter. These toys and products are the first product line inspired by an individual program in the 15-year history of Discovery Communications, Inc. and will be available at major toy retailers around the country beginning this summer. [Posted 7/11/2000]
  
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