Source: Discovery

As Shark Week lurks around the corner, merchandising partners are looking to take a big bite of this Discovery program’s hype with releases of apparel, accessories, toys, food, and more.

Veteran partners such as Mattel, Bright Kingdom Development (BKD), and Dan Dee are returning to the Shark Week merchandising waters. Joining the ranks of this licensing herd are newcomers such as DEVOUR Frozen Foods, Pura Vida, and Crazy Shirts, among others.

Shark Week UNO Card Game | Source: Mattel

Mattel is diving back into the Shark Week scene with a themed UNO deck set, featuring ferocious shark images and special “attack cards,” available now at Walmart, Kroger, and Amazon. Plush shark toys by Dan Dee will also be making a comeback for this year’s Shark Week summer, with a contribution in its 7-inch backpack Mako clip, available at Walmart.

“Shark Week is a pop culture phenomenon, and every summer viewers look forward to Discovery Channel’s shark-themed programming, and we see that with our successful consumer products program that continues to expand year over year,” says Carolann Dunn, vice president of consumer products licensing at Discovery. “We are excited to work with our partners, both new and returning, to bring shark-themed products to consumers everywhere and enhance their viewing experience.”

BKD is returning with a Megalodon-sized line of shark playsets, including the Shark Adventure Playsets, Mega Shark Expedition Playset, Underwater Exploration Set, and Mobile Shark DNA Lab Playset, among others. These playsets include various shark species and diver figures, rafts, boats, and other applicable accessories. These sets will be available at CVS and Costco Canada.

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Apparel and accessories will also be making a splash in the kids merchandising category. Knockaround Sunglasses has returned with new designs for kids’ sunglasses and apparel, while the newcomer Crazy Shirts is set to release an exclusive line of apparel for adults and kids in its original art style. Other partners — such as DEVOUR Frozen Foods, Pura Vida, and G Mason Group — will round out miscellaneous categories in the Shark Week licensing frenzy, with contributions ranging from Shark Week packaging for frozen meals to themed pet toys.

Shark Week will air on the Discovery Channel beginning July 11 through July 18. To check out other licensed Shark Week merchandise, visit

About the author

Ria Malatesta

Ria Malatesta

Ria Malatesta is an editorial intern at Adventure Publishing Group. When she’s not writing for the Toy Book, the Toy Insider, or the Pop Insider, she’s scouring Marvel fandom pages and patiently awaiting new episodes of Attack on Titan. She can also be found doodling in the margins of a notebook, cheffing it up in the kitchen, or settling down with a good horror movie marathon.