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April 30, 2009


Contact: Josh Golin (617-896-9369; josh<at>   


For Immediate Release 


CCFC Blasts New Hasbro/Discovery Channel Children’s Network


Today, toymaker Hasbro Inc and the cable-TV programmer Discovery Channel announced that they will form a joint venture to create a TV network and website with new programming based on Hasbro brands such as My Little Pony, Tonka, and G.I. Joe.  The following is the statement of CCFC Director Dr. Susan Linn:

This partnership represents a new low in children’s television, a network devoted to showing infomercials for Hasbro’s toys and games.  It will make a mockery of existing ad limits and the current prohibition of product placement in children’s television.

The planned network is the latest indication that the deregulation of children’s television has been an unmitigated disaster for children and families; no longer do companies feel compelled to even pretend that their programming is beneficial for children or about anything but pushing product.  We hope that the FCC takes a long, hard look at this new venture as they consider whether their current restrictions on embedded advertising are adequate to protect children.



The Campaign for a Commercial-Free Childhood is a national coalition of health care professionals, educators, advocacy groups and concerned parents who counter the harmful effects of marketing to children through action, advocacy, education, research, and collaboration among organizations and individuals who care about children.  CCFC supports the rights of children to grow up and the rights of parents to raise them without being undermined by rampant commercialism.  For more information, please visit:



Discovery, Hasbro Kids' Cable Deal May Rankle FCC
The Wrap, April 30, 2009

Hasbro and Discovery Join to Create Toy TV Mania
Alana Semuels at The LA Times, April 30, 2009

Toy Maker Hasbro Partners with Discovery Kids Network on New Channel
Joe Flint at The LA Times, April 30, 2009

Hasbro to Create Branded Cable ChannelAdvertising Age, April 30, 2009

Hasbro Nabs Discovery Kids Stake
Variety, April 30, 2009

Discovery Teaming Up With Hasbro for New Kids Network
The Washington Post, May 1, 2009

Hasbro and Discovery Plan Channel Based on Toy Brands
The New York Times, May 1, 2009








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