The new toy line is inspired by the animal-centric programming of the popular Animal Planet cable network-owned by Discovery Communications Inc.-and will be sold exclusively by Toys R Us worldwide. The joint endeavor is a direct response to the growing consumer demand for fun and interactive toys backed by established brands that consumers know and trust.

"We're extremely excited to join forces with Toys R Us and to bring consumers a comprehensive line of fun, animal-oriented toys that brings to life the personality of our Animal Planet network," said Discovery Communications President and Chief Operating Officer, Judith A. McHale."Given the tremendous success of Animal Planet, we knew there were opportunities to create a major consumer products program. We sought a partner with imagination, a solid reputation and a strong consumer base to bring our vision to life. We found those assets in Toys R Us and are especially honored to be part of the first major venture under the leadership of their new CEO, John Eyler."

From dinosaurs to domesticated pets, children are fascinated by the world of animals, according to McHale. In fact, consumer research confirms that animals are a key topic of interest to children ages 6 to 12.

"This is an important strategic step for our company in meeting our goal to develop exclusive, innovative products for Toys R Us customers," saidToys R Us Chief Executive Officer John Eyler. "By partnering with a major entertainment media partner like Animal Planet, we are creating an exclusive product line, which is unique, fun and interesting to our customers. Toys RUs is committed to offering new and exciting products like the Animal Planetcollection."

The initial Animal Planet line of branded toys will include plush, figures, animatronics, puzzles, games, arts and crafts and living/growing habitats, all currently being developed for exclusive distribution in all Toys R Us store locations and at toysrus.com. The toys are designed to tap into kids' inherent fascination with the animal world and capture all the humor, "emotionality" and unpredictability of the animal kingdom.

Executives at both Animal Planet and Toys R Us anticipate the new toyline will generate consumer loyalty for both partners, encouraging AnimalPlanet fans to collect toys that evoke the viewing experience, and introducing Animal Planet to Toys R Us families.

Launched in 1996, Animal Planet was the fastest growing cable channel of the 1990s. Currently available in 56.3 million homes, Animal Planet's combination of extraordinary wildlife footage, educational yet easily accessible programming, and humorous shows celebrate animals both recognizable and strange, attracting viewers of all ages.

The new Animal Planet line will be targeted to the younger fans of the network but will appeal to the broader viewership.

[Updated 2/21/2000]