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G.I. Joe, My Little Pony Invading TV With New Children's Network
Filed under: In The News
Hasbro is riding high right now after the success of movies of based on its G.I. Joe and Transformers toys, a separate story in The New York Times reports. The movie "Transformers: Revenge of the Fallen" took in $592 million last year.
Starting in the fall, executives at Discovery and Hasbro hope to have Hub up, running and airing programs based largely on Hasbro products. Aside from its line of toys, Hasbro also produces games such as Trivial Pursuit, Scrabble and Cranium.
Hasbro's corporate Web site says its product-themed shows will be included along with Discovery's existing children's programs such as "Bindi, the Jungle Girl," "Tutentstein" and "The Big Wide World."
"Hasbro continues to evolve as a company with an unwavering vision of reimagining the potential of our incredible portfolio of brands well beyond traditional toys and games," Goldner says on the company Web site.
"Today, consumers are embracing our powerful brands through unique and immersive entertainment and educational experiences in a number of areas, including movies and new digital platforms," he adds. "We believe the time is right for Hasbro to take the next step into television through our partnership with Discovery Communications."
Hasbro and Discovery will have equal representation on the board of the new network.
Discovery will handle advertising, distribution and other operations while Hasbro assembles a creative team to create programs based on its toys and games.
Goldner promises the network will do more than promote and plug his company's product. A number of hours a day will be voluntarily devoted to educational programming, he says on the company Web site.
Related: 'G.I. Joe' Battles to Top of Box Office
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