Discovery Communications has announced that Hasbro, Inc. (NASDAQ:HAS) will launch a new plush line in Latin America for iconic Discovery Kids channel personalities Doki, Mundi and friends in November.

Under the Discovery Kids banner, Hasbro plans to develop a range of plush products that will target boys and girls aged 2-6 years. The initial range featuring Doki and his friend Mundi will include a 10” basic soft toy line, 12” interactive singing and talking plush, and 10” feature plush. As part of a multi-year agreement, Hasbro also has future plans to introduce a soft toy range based on Doki’s friends, Fico, Anabella, Gabi and Oto.

Launched in 1996, Discovery Kids is the pioneer in television aimed at pre-schoolers in Latin America, providing 24 hour entertainment for this target audience. Doki was first introduced to audiences as the official animated host of Discovery Kids, and has developed a devoted following over the years. He appears in interstitials on the popular pre-school channel and engages with children by creating an atmosphere which encourages learning through fun.

Hasbro will be joining an extensive Doki licensing programme which has over 50 licensees across Latin America in categories that include toys, games, apparel, publishing and stationery. A successful live show ‘Doki En Vivo: Un Mundo Por Explorer’ (“Doki Live Show: A World to Explore”) offers a great interactive fun-filled experience for young and older members of the family. The live show has already toured in Brazil and Central America, and the next stop will be Chile in July of this year.

Esteban Romiti, Regional Licensing Director, Discovery Enterprises International, Latin America comments, “Doki is a beloved personality among children throughout Latin America—and now, due to our partnership with Hasbro, Discovery Kids fans will be delighted by the new and exciting Doki-branded products that will soon be available. This represents a significant step towards the brand’s ongoing expansion, and we believe that Doki will truly benefit from Hasbro’s extensive experience in brand building and marketing licensed toy properties.”

Augusto Brambilla, Hasbro’s SVP and General Manager, Latin America, adds, “Hasbro Latin America is very pleased to have the opportunity to bring to market a highly creative line of plush and soft toys based on the immensely popular Doki property. We look forward to working closely with Discovery in making available a wonderful range of immersive products based on Doki and friends.”