G.I. Joe, My Little Pony Invading TV With New Children's Network

Filed under: In The News

G.I. Joe from his Rise of the Cobra collection. The versatile soldier may be getting his own show. Credit: Craig Ruttle, AP

G.I. Joe has plans to invade children's television.

This time, he has more than a cartoon show in mind. He's looking at an entirely new network.

Toymakers at Hasbro -- the company behind G.I. Joe, Transformers and My Little Pony -- announced last year they are joining forces with Discovery Communications to form a TV network called Hub.

Credit: Discovery

The Wall Street Journal reports this week that those plans are forging ahead. Hasbro CEO Bryan Goldner expects profits to dip a bit this year because of the cost of putting together the new network, according to the newspaper, but tells shareholders profits will go back up in 2011.

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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Start by teaching him that it is safe to do so.