From shark costumes to shark cupcakes, Discovery Consumer Products is gearing up for Shark Week, which starts August 10.

More than 400 Toys ‘R’ Us retailers will feature an end-cap displaying an array shark items, including a plush Snuffy the Seal and Shark Week lunch kits. A partnership with Mighty Fine will also deliver t-shirts with phrases like “Bite Me” and “Snuffy Lives” to Hot Topic stores across the US and on HotTopic.com.

Now in its 27th year, Shark Week will expand its product range confectionery items such as cakes available at Cake Boss Cafe in New York City as well as cupcakes from Georgetown Cupcakes available on TLC’s online store.

Discovery will also launch a “Sharkopedia” book, while Shark Week prepaid Visa cards will be sold at Card.com. Those fond of dressing their little kids can buy a shark-inspired baby onesie at Discovery’s online store, while those more prone to clothe their pets can buy shark costumes at Wag.com.

This year’s television content will include 14 hours of new programs in addition to a nightly Shark After Dark live talk show.

Correction: An earlier version of this story mistakenly stated “Sharkopedia” would be available as an ebook.