Ahead of Toy Fair New York and the debut of Coyote Peterson: Brave the Wild on Animal Planet, Discovery Inc. signed a new deal to represent Peterson for toys and consumer products.

The host of Brave Wilderness, the most-viewed animal channel on YouTube, Peterson has amassed more than 3 billion views from more than 15.5 million subscribers. The licensing program from Discovery will tap into the show’s cross-generational appeal and the co-viewing habits between kids and parents. Planned products include toys, publishing, packaged goods, 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,” says Carolann Dunn, vice president, consumer products, Discovery. “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.”

Coyote Peterson: Brave the Wild airs on Animal Planet Sundays at 9 p.m. ET/PT and is available on the Animal Planet GO app in the U.S.

Click here to view the Toy Book’s full coverage of Toy Fair New York.