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THURSDAY, NOVEMBER 26, 2009
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Hasbro, Discovery Join to Launch Kids Channel

Toy maker plans to use kids network to promote merchandise

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(Newser) – Hasbro and Discovery have struck a deal to revitalize the flagging Discovery Kids Network, the Los Angeles Times reports. Hasbro, manufacturer of Transformers and GI Joe, will buy a 50% stake in Discovery Kids for $300 million. The company plans to emphasize merchandise based on programming on the network, which will be renamed before its launch next year.

"TV is the next step for us to relaunch and reinvent our brands," Hasbro’s CEO said. Few will argue that Discovery Kids Network, too, needs revitalizing—the channel is an abject ratings failure. Consumer activists pounced at the coupling of TV and toys: "This sounds like nothing more than a scheme to deliver program-length advertisements to children," said Commercial Alert, a TV watchdog group.

Jamie Hyneman and Adam Savage, hosts of the Discovery Channel's ''MythBusters'' television series.
Jamie Hyneman and Adam Savage, hosts of the Discovery Channel's ''MythBusters'' television series.   (Photo: Business Wire)
In this film publicity image released by Paramount Pictures, Shia LaBeouf is shown in a scene with Starscream in
In this film publicity image released by Paramount Pictures, Shia LaBeouf is shown in a scene with Starscream in "Transformers: Revenge of the Fallen."   (AP Photo/Paramount Pictures, DW Studios L.L.C.)
FILE - In this Feb. 15, 2009 file photo, Transformer,Construction Devastator, that becomes six construction vehicles by Hasbro, Inc., is displayed at the New York Toy Fair.
FILE - In this Feb. 15, 2009 file photo, Transformer,Construction Devastator, that becomes six construction vehicles by Hasbro, Inc., is displayed at the New York Toy Fair.   (AP Photo/Craig Ruttle, file)
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2 comments
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Jes
May 1, 09 1:35 PM CDT
My first thought was disapproval, but in the branch of tv shows made solely to sell toys I did love the TMNT Cartoon from the early '90s. Reply
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Robert_Dada
May 1, 09 7:26 PM CDT
That's right folks. We got to get em while they're young so they can all grow up to work jobs they hate to buy shit they don't need. Consumerism control at its finest! Reply
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