Discovery Channel is diving deep into the world of consumer products this week with the unveiling of its CP program for Shark Week 2022.
Now in its 34th year, Shark Week has become a massively popular event, and this year Discovery will be airing 25 adrenaline pumping hours of original, shark-themed content. Dwayne “The Rock” Johnson, one of the world’s top film stars and social media influencers, will be this year’s Master of Ceremonies.
Shark Week starts on Sunday, July 24 at 8 p.m., and stretches through Sunday, July 31.
“Shark Week has truly become a global phenomenon with shark fanatics tuning in every year to see the thrilling adventures of these awe-inspiring creatures,” said Carolann Dunn, Vice President, Consumer Products and Licensing, Warner Bros. Discovery. “We are thrilled to work with such popular and innovative brands to truly bring Shark Week to life and provide our dedicated fans with fun and exciting new products and experiences.”
Shark Week is always a major boost for CP programs for Discovery, a network specializing in non-fiction programming, that reaches 88.3 million homes in the US, but also can be seen in 224 countries and territories. Shark Week is likely the networks single most watched event of the year.
This year’s consumer products program features both new and returning partners across the categories of apparel, accessories, toys, gaming and publishing.
For example, the ocean’s most magnificent creatures are swimming onto the runway this summer with a new Shark Week capsule collection from Nautica. The sustainably crafted men’s collection features t-shirts, swim shorts, polos, and a woven shirt with shark inspired patterns and bright graphics. The collection will be sold at Nautica and Macy’s, with 5% of the purchase price of capsule items sold on Nautica.com will be donated to Oceana.
Shark fanatics can also upgrade their looks with new crew sock styles from Stance, available on stance.com.
One of the new offerings this year is from The Op – Usaopoly in the form of a MONOPOLY: Predators of the Deep Edition that captures the curiosity and research of sharks as players dive deep into these fascinating fish and outdo the competition to be the last one swimming.
Oriental Trading takes Shark Week celebrations to new depths with a themed collection of party supplies, crafts, and toys from. Wren + Glory’s unique Respect the Locals sweatshirt, which were hand painted in NYC, are available on the Discovery e-commerce store.
A number of apparel and accessories partners are swimming back this year with fresh, new, and trendy designs for Shark Week 2022.
The licensee Knockaround Sunglasses, available at knockaround.com, returns for an eighth year, with their special release shark-themed sunglasses, along with kids’ sunglasses and apparel.
Freestyle Watches is showcasing its collection of Classic Shark timepieces with digital movement available at Freestyleusa.com, Ron Jon’s, Zumiez, and other fine retailers for the fourth year.
Returning apparel partners include RSVLTS, this year with new swimwear, koozies and drawstring bags to go alongside a variety of short-sleeve button-down shirts, all available on RSVLTS.com or through @rsvlts Instagram.
Returning for a second year with killer Shark Week styles is Pura Vida, the artisan jewelry brand inspired by the “pure life” Costa Rican lifestyle, with fashion accessories that will benefit Oceana, a charitable organization dedicated to protecting and restoring the world’s oceans, available at PuravidaBracelets.com as well as major retailers and independently owned surf shops.
Hawaiian retailer Crazy Shirts, established in 1964, is also back with an exclusive line of quality licensed apparel for both adults and kids that feature its iconic original art, available at the brand’s retail stores, catalog and crazyshirts.com. Additionally, Shark Week themed towels from Sand Cloud available online only at SandCloud.com.
Continuing with the massive success of Shark Week licensing programs, several partners are returning this year in the toy and games category, including playsets from Bright Kingdom available on amazon.com, walmart.com and at Costco Canada, as well as CVS Pharmacy Stores in USA.
In the publishing category, Dotdash Meredith is back on board for a shark-themed bookazine,The Ultimate Book of Sharks, designed and geared for all Shark Week fans.
YesFit, the virtual racing app, will host its annual Shark Week themed virtual race, where participants have the chance to compete and win a fantastic selection of prizes as they take on their biggest challenge yet of 41 miles through the Fiji islands.
The gaming company Ubisoft is also back with its Shark Week-themed Live events and exciting, new in-game contents in Hungry Shark World and Hungry Shark Evolution.
Gaming Realms, innovative games that combine all the best elements of slots, bingo and table gameplay in an easy-to-understand format, is debuting the Gaming Realms Shark Week online gambling game this month, which dares players to step into fright-infested waters with its jaw-biting adventure.
The Discovery e-commerce store is home of Shark Week merchandise for all fans, offering a wide range of apparel, accessories, homeware, outdoor & interactive products that are going to kit you out for the big event.