Toys'R'Us extends deal with Discovery Communications

NEW YORK Toys"R"Us has signed a new multi-year agreement with Discovery Communications for Animal Planet branded toys.

Starting this fall, an updated assortment of Animal Planet-themed toys will be available at Toys"R"Us.

This spring, Toys"R"Us and Animal Planet will begin an extensive marketing and promotional support for the exclusive merchandise line, including in the retailer’s circulars and on its Web site. Discovery Communications will also promote the line with multi-channel marketing campaigns. while the TV network increases efforts to promote the toy line with coordinated on-air, on-line and email marketing campaigns.