Licensing News

Discovery Announces Consumer Products Program for Coyote Peterson


Just in time for New York Toy Fair, Discovery, Inc., has announced the development of a consumer products program inspired by adventurer Coyote Peterson. Peterson, who has the most-viewed animal channel (Brave Wilderness) on YouTube with more than three billion views to date, recently joined Animal Planet with a new television series, Coyote Peterson: Brave the Wild that airs Sundays at 9 p.m. ET/PT.

Discovery will represent Peterson across all licensing categories and develop a consumer products program that extends his mission to excite, encourage, and educate the next generation of animal enthusiasts. In his new series, Coyote Peterson: Brave the Wild, Peterson brings the animal kingdom up close for the next wave of explorers, while promoting compassion and welfare for the natural world. Together with wildlife biologist Mario Aldecoa and his crew, Peterson shares their adventures with Animal Planet’s audiences and his “Coyote Pack” across all platforms.

Leveraging the show’s intergenerational appeal and the ability to attract parent/child co-viewing, Discovery is building out a dedicated consumer products program specifically aimed at children ages 4 to 8. The core focus for the merchandising program to start will be on toys and aspirational play patterns with extensions into publishing, packaged goods and outdoor apparel, gear, and accessories.

“Coyote Peterson is a great example of Discovery talent whose personality transcends the screen and connects deeply with our passionate fans around the world,” said Carolann Dunn, Vice President, Consumer Products, Discovery, Inc. “Animal Planet serves animal lovers of all ages, and with Coyote we are thrilled to be able to connect with that younger audience through a line of fun, innovative and inspirational toys.”