Headlines

Baby Talk

Discovery Channel shops to focus on infants

Published

22 years ago

May 7, 2002

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The Discovery Channel Stores (Silver Spring, Md.) has announced its newest venture in learning products, in the form of a Baby Boutique. The in-store department features products designed to encourage learning and imagination, and develop social and emotional abilities through developmental play.

The Baby Boutique offers an array of learning toys and products from brands like Lamaze, Neurosmith and Manhattan Baby. The new department features its own distinctive look, complete with larger-than-life-sized graphics of infants and families.

The launch of this new department is part of a new effort to more closely align Discovery's network programming themes with its merchandising strategy across all of its retail channels — Discovery Channel Stores, discovery.com and the Discovery Channel Catalog.

The Baby Boutique was inspired by the highly rated baby-focused programs on Discovery's networks, including TLC's popular daytime program, “A Baby Story,” which follows 55 couples to capture their preparations, hopes and anxieties as they get ready to become parents.

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