Looking to capitalize on its unique real-world brand, Discovery Kids is repositioning to focus more narrowly on boys six to 12, with a little help from a new global consumer products program.

DK’s previous target included both boys and girls in the three to 12 age range, but recent internal research has revealed that typical “Discovery Kids” are curious, optimistic boys who are attracted to danger and excitement, seek out new formats, and use information as social currency. So Discovery is setting out to engage them with fun, empowering, high-quality interactive products that inspire curiosity and leverage the DK brand’s core adventure and discovery themes.

“It’s really important that we create products that are cool enough for older boys, but still parent-approved,” says Robert Marick, VP of North American licensing and global location-based entertainment for Discovery Consumer Products. He adds that the Discovery Kids CP program will leverage everything relevant in Discovery’s IP portfolio—from Shark Week to MythBusters—and the goal is to win in key categories like toys, interactive, games, electronics, apparel and publishing.

About a year ago, Discovery shifted to a global approach with its consumer products business, so the DK strategy heading into Licensing Expo will be to attract global partnerships and work towards a global franchise strategy. “By pooling all our efforts together under a global banner, we’re really able to look at not only the resources, but also the power of the brand across the world,” Marick says.