Discovery Consumer Products Unveils STEM-Based Edutainment Brand


Discovery Consumer Products is introducing Discovery #Mindblown, a STEM-based edutainment brand designed to spark curiosity in the minds of Gen Z-ers around the world.

The gender-neutral toy brand will launch at retail with global toy partner MerchSource this year. Discovery #Mindblown will engage fans with hands-on experiences from toys and games to publishing apps, apparel and live events.

The brand will draw inspiration from Discovery’s STEM programming from Science Channel and Discovery Channel, as well as new shows such as Street Science. It will be supported by Discovery Education’s in-school digital curriculum.

“STEM-based toys, entertainment and experiences are what millennial parents and their kids are looking for today, making this the perfect time to introduce Discovery #Mindblown to consumers,” said Leigh Anne Brodsky, the executive VP of Discovery Global Enterprises at Discovery Communications. “We are excited to continue our long-term partnership with MerchSource as we look to inspire kids through exciting products and build Discovery #Mindblown into the leading STEM brand for anyone with a curious mind, especially the highly-coveted Gen Z audience.”

“Over the past decade, Discovery and MerchSource have used their close partnership to launch high-quality, high-visibility, high-velocity programs at the nation’s leading retailers,” said Mike Roberts, co-founder and managing partner of MerchSource. “This new deal represents a significant expansion of that partnership, allowing us to bring STEM-based products to children and parents not in the United States, but now globally as well.”

“Exposure to innovative learning opportunities inside and outside the classroom sharpens problem-solving abilities, mastery of critical thinking and sparks intellectual curiosity,” said Lori McFarling, the senior VP and chief marketing officer of Discovery Education. “Discovery Education is committed to supporting youth achievement in science, technology, engineering and math, and partnering with educators nationwide to ignite young people’s desire to improve the world with STEM.”