The deal is primarily about creating new TV distribution opportunities for Hasbro brands, but is referred to in the release as a “multi-platform initiative” that sees Discovery handed some control over Hasbro’s online efforts; the joint company will hold a minority interest in Hasbro.com. Details are limited today, but Discovery CEO David Zaslav, in the release, also says it’s about “delivering all-new brand experiences ... anywhere and anytime (audiences) want,” suggesting an online/digital component including VOD and games.

The venture will pool archive and original Hasbro brands like Trivial Pursuit, My Little Pony, GI Joe and Transformers with Discovery kids shows like Bindi The Jungle Girl, Endurance and Tutenstein, “as well as programming from third-party producers”. Tapping the experience of the toy-maker, which has often conceived TV shows to help shift products off shelves, the venture will also execute “merchandising opportunities associated with on-air content”.