Animal Planet’s Latest Brand Extension

The Joester Loria Group has brokered a new licensing deal on behalf of our client Discovery Communications for an Animal Planet branded line of environmentally-friendly pet waste products in partnership with Greenberry Eco-Industries.

Greenberry Eco-Industries will develop a line of pet waste bags and dispensers, waste scoopers, wipes, training pads, cat litter, litter liner bags, litter mats and litter boxes, as well as pet stain and odor cleaning products.  All products will be sustainable or created from recycled materials and ingredients, and include biodegradable materials wherever possible.  The line is set to debut in spring 2014 at a variety of retailers and e-commerce sites.

A portion of the proceeds of all Animal Planet licensed products benefit the principal partners of R.O.A.R (Reach Out. Act. Respond), Animal Planet’s national campaign that, together with leading animal organizations, leads the way in taking action and being a voice for animals.

License! Global recently shared Animal Planet’s latest licensing news.

New Licensing Deal for Animal Planet

On behalf of our client Discovery Communications, The Joester Loria Group recently brokered a new licensing partnership with SCS Direct Inc. for a line of Animal Planet branded Hatch ‘Em Eggs, an extension of the wildly popular Hatch ‘Em Eggs collection.

SCS Direct Inc. will be producing four Animal Planet-themed sets of three eggs based on the themes of Ocean, Rainforest, Safari and Dinosaurs.  Similar to other Hatch ‘Em Eggs, when placed in water each egg hatches like magic to reveal the creature inside.  Debuting at Toy Fair 2014, the new line will target kids ages six to 11 and retail for $9.99.

A portion of the proceeds from the sale of the Animal Planet products will benefit the principal partners of R.O.A.R (Reach Out. Act. Respond), Animal Planet’s national campaign that, together with leading animal organizations, leads the way in taking action and being a voice for animals.

The new agreement will expand Animal Planet’s successful licensing programs in the United States and Canada. Animal Planet’s latest brand extension was covered by License! Global and Royaltie$.

New Publishing Brand Extension for Animal Planet

Discovery Communications, the world’s number one nonfiction media company, and Millbrook Press, a division of Lerner Publishing Group, announced two new children’s reference books under the Animal Planet brand.  The books aim to engage even the youngest readers with easy-to-navigate and highly informative introductions to animals from around the world.

In Animal Planet’s Atlas of Animals, readers dive into the fascinating world of animal life, discovering how animals survive in extreme environments like the Arctic tundra, the Sahara and the Himalayas. Grouped by continent and habitat, kids will be introduced to the daily life of a wide range of animals.

Animal Planet’s Wild World: An Encyclopedia of Animals introduces readers to the six main members of the animal kingdom: mammals, birds, invertebrates, fish, amphibians and reptiles. Colorful, fact-filled and photo-filled pages describe the animals in each category, while informational text covers curricular topics such as life cycles, special traits, habitats and more.

Through stunning photography and easy-to-digest educational content, Animal Planet’s Atlas of Animals and Wild World: An Encyclopedia of Animals display the astounding array of creatures that call planet Earth home.

The Joester Loria Group brokered this exciting new brand extension on behalf of our client Animal Planet. These new books perfectly reflect the brand’s educational values.

Top Trends From SuperZoo

SuperZoo, one of the most important trade shows for pet retailers, took place from July 23-25 at the Mandalay Bay Convention Center in Las Vegas. Since The Joester Loria Group has successfully expanded the Animal Planet brand into a line of licensed pet products, we attended the event to check out the latest industry trends.

An important licensing trend we observed was established brands expanding into the pet category. The biggest splash at the show was the NERF toy line with Gramercy. Not only did they have one of the biggest booths on the show floor, but there was also publicity and hype surrounding the product line. The line encompasses more than 20 types of toys, for all of your pet’s play-needs.

Safety was also a key trend with First Alert and Jarden Animal Solutions launching a line of bark control collars.

Grooming was also a hot topic on the show floor and natural and luxury were the key trends. Brands like Oster and Andis have developed luxury grooming kits; Burt’s Bee’s has developed a natural line of grooming products; and a wing of the show floor was configured into the Groomer’s SuperShow with classes such as, “Speed Scissoring 101” and “Advanced Skin Care” offered to grooming professionals and avid pet lovers.

Much like everything going on in the human world, the pet industry is picking up on the eco-friendly, organic and sustainable trend. Many supplements, food and treat brands showcased organic and natural offerings.

Animal Planet Pet products are aligned with many of these trends including the Animal Planet grooming line that holds its products to the FDA standards set for childrens’ HBA and are paraben free, alcohol free and tear free.  The Animal Planet crunchy and chewy biscuits and treats are all natural with no fillers and are grain free.

Animal Planet Pet Feeding Products and Kitchenware Coming Soon

Discovery Communications has announced a licensing partnership with ACME International for a line of pet feeding products under the Animal Planet pet brand, as well as kitchenware under the lifestyle brand.

ACME International will develop a line of pet feeding products that will include storage boxes, jars and canisters for pet food, treats, toys, on-the-go feeding and food storage, portion control bowls, basic porcelain bowls and feeding mats. The line will also include baking and serving accessories, biscuit cutters, measuring spoons and bowls, food dehydrators, and non-electronic dog and cat feeders.

The licensed lifestyle domestic line will feature cookie jars and canisters, casual dinnerware, bottles, travel mugs, kitchen tools and gadgets, serving bowls, platters, trays, condiments sets and beverage dispensers featuring animal themed designs the whole family can enjoy.

Both the lifestyle and pet lines will debut in 2013 at a wide variety of retailers. A portion of the proceeds from the sale of the Animal Planet products will benefit the principal partners of R.O.A.R (Reach Out. Act. Respond), Animal Planet’s national campaign that, together with leading animal organizations, leads the way in taking action and being a voice for animals.

The new agreement will further expand Animal Planet’s pet and lifestyle licensing programs in the United States and Canada and was brokered on behalf of Animal Planet by its licensing agent, the Joester Loria Group.

Record-Breaking Ratings Records for Animal Planet’s River Monsters

Our client Animal Planet celebrated a series high rating recently with the season finale of the network’s best-performing series to date, River Monsters, nettinged an outstanding 2.2 million viewers.  The Memorial Day, two-hour finale capped off the network’s second annual Monster Week.  “Legends of Loch Ness” featured biologist Jeremy Wade unlocking some of the mysteries surrounding the Loch Ness Monster.  This episode ranked as the most watched River Monsters episode across all demos to date and the season five finale boosted Animal Planet’s rank to the top two ad-supported cable networks of the night, excluding sports channels.

This past season of River Monsters followed Wade on a worldwide search for harrowing stories of bloodthirsty fish.  Wade aims to hook the finned culprits that are thought to attack humans and reveal how much truth lies in the legends.  This season took him inside the jungles of Nicaragua, the fjords of Norway and even the nuclear wasteland of Chernobyl.

Consumers can get into the River Monsters action with the River Monsters fishing rods, reels and gear available at Walmart.  This fishing adventure gear was built to help you create your own predatory River Monsters adventures and is made in partnership with leading manufacturer Maurice Sporting Goods.

We are now eagerly awaiting the sixth season of Animal Planet’s top-rated series, River Monsters, which will debut in 2014.

Animal Planet Celebrates National Pet Week

Animal Planet celebrated National Pet Week with a dedicated merchandise and marketing program on is an online pet shopping destination that offers a wide range of Animal Planet pet products including beds, blankets, treats, toys and costumes.

Animal Planet highlighted their licensed pet products with an integrated marketing campaign that leveraged its brand equity and broad reach of media assets. Animal Planet  is committed to providing quality products designed to help pets live long, healthy and happy lives and wanted to celebrate this week-long event with consumers.

While National Pet week ran from May 5th through May 11th, Animal Planet pet product products will continue to be sold on the site.  A portion of the proceeds from the sale of Animal Planet pet products benefit  R.O.A.R., Animal Planet’s cause-related campaign to help make the world a better place for animals.

See Animal Planet’s assortment here:

Learn more about R.O.A.R here:


New Animal Planet App from Cupcake Digital

Animal Planet’s Hide & Seek Pets app is debuting today as the first app in a series developed in a partnership, brokered by the Joester Loria Group, between our client Discovery Communications and Cupcake Digital. Designed for kids ages three and up, this interactive learning activity app features playful domestic pets including dogs, cats, birds, fish, rabbits and turtles interacting in their native environments as part of learning activities. The app will help young learners to grasp skills that are part of new Core Curriculum State Standards (CCSS). The apps are designed to prompt them in a way that engages them while they count, sort, trace, memorize and recognize shapes, numbers, letters and animal characteristics. The new app is available today on iTunes, Amazon, Google Play and Barnes & Noble for $3.99.

Unique features include:
*  Original music by jazz musician and composer Ben Allison was designed for the app to encourage and guide a child through the activities. Allison also provided direction for a pet sounds piano following a music literacy model.

*  Six fun-filled coloring pages with a textured paint palette and a pet personalization sticker book are designed for creative play.

*  The Common Core Corner helps parents understand the CCSS educational overlay that is designed to prepare kids for kindergarten.

*  The Grown Up’s Corner is where parents will find thoughtful questions to prompt discussion, initiate collaborative conversation with their children and encourage further thinking.

*Photorealistic household pets are animated in a vibrant environment, giving this app a high-impact look.

Additionally, parents can extend the learning experience by visiting the Parent’s Corner to find free downloadable learning activities for their kids to encourage further practice of CCSS skills. We’re excited about this digital brand extension, further extending the Animal Planet brand.

New Licensing Partnership for Animal Planet Apparel Line

The Joester Loria Group has brokered a new licensing deal for Discovery Communications, the world’s number one nonfiction media company, with Olaes Enterprises, Inc. for an Animal Planet branded Young Men’s and Boy’s apparel line. The new line is the latest addition to a vast range of Animal Planet lifestyle and pet licensed product offerings.

Set to debut later this year, the new apparel line will include Young Men’s (sizes S-3XL) and Boy’s (sizes 4-20) cotton and cotton-blend t-shirts, as well as fleece items featuring animal designs inspired by popular Animal Planet programming.  A wide range of retail outlets are targeted for the launch including department store chains, mass market retailers, mid-tier chains, e-commerce sites and specialty chains.

A portion of the proceeds from the sale of the Animal Planet apparel line will benefit the principal partners of R.O.A.R (Reach Out. Act. Respond), Animal Planet’s national campaign that, together with leading animal organizations, leads the way in taking action and being a voice for animals.

Animal Planet Expands Presence at Global Pet Expo

Last week, independent retailers, distributors, mass-market buyers, and pet industry professionals flocked to Orlando, Florida, for Global Pet Expo, the largest annual pet industry trade show. This year’s event was record-breaking with almost 1,000 exhibitors from 65 countries and a five percent increase in attendance. More than 800 new products made their debut at the trade show. The pet industry is booming thanks in part to increased pet ownership. Approximately 68% of American households now have pets.

The Joester Loria Group attended Global Pet Expo on behalf of our client Animal Planet, who introduced their new line of nutritional supplements for cats and dogs at the event.  Animal Planet had an impressive presence at the event with its first-ever full booth representation. The team exhibited the newest products in the Animal Planet pet care line including dog treats, dog and cat supplement chews, shampoos, brushes, toys, blankets and bowls.

The Animal Planet pet treats were a huge hit with the booth’s special guests;  Midnight, Socks, Big and Brownie, who joined the sales teams each day in hopes of finding a home. The Australian Shepherd mix litter, which drew large crowds to their daily Puppy Bowl match, came from Saving Four Paws, an Orlando based Petfinder shelter.

We look forward to further expanding the licensing program for the Animal Planet brand.