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Shark Week 2021 Launches with New and Returning partners

Shark Week 2021 Launches with New and Returning partners

Discovery, Inc. has announced a “fin-tastsic” list of merchandising partners for Discovery Channel’s Shark Week 2021. Airing Sunday, July 11 through Sunday, July 18 with an exciting lineup of original shark-themed programming, Shark Week is television’s longest-running and most anticipated summer event. This year’s consumer products program boasts new and returning partners across apparel, accessories, toys, home, publishing and food. 

New in 2021, DEVOUR Frozen Foods is launching limited-edition Shark Week packaging for its frozen meals, along with a sweepstakes offering shark fanatics a chance to win a number of incredible prizes. Pura Vida, the artisan jewelry brand inspired by the “pure life” Costa Rican lifestyle, is diving into Shark Week with new fashion accessories that will benefit Oceana, a charitable organization dedicated to protecting and restoring the world’s oceans, available at Tilly’s and independently owned surf shops. Founded in 1964, Hawaiian retailer Crazy Shirts is set to launch an exclusive line of licensed apparel for both adults and kids that feature its iconic original art. The collection will be available at the brand’s retail stores, catalog and Also making a splash this year are pet toys from G Mason Group available at Walmart, and Shark Week themed towels from Sand Cloud available online only at

YesFit, the virtual racing app, will host a Shark Week themed race. Participants who sign up will be rewarded with a medal and other products upon completion. PADI®, the world’s leading scuba diver organization, will launch a merchandise partnership with sustainable and eco-friendly Shark Week products available on and the Discovery store. Starting July 13, gaming company Ubisoft will launch a Shark Week-themed level in Hungry Shark World and Hungry Shark Evolution. New items will let players become a pirate, featuring exclusive in-game items, challenges and playable sharks.

Proving the enduring success of the Shark Week licensing programming, an extensive list of partners is returning in 2021. In the toy and games category, Mattel is diving back in this year with its popular Shark Week-themed UNO deck available at Walmart, Kroger and Amazon, along with BKD returning with a line of shark playsets available at CVS and Costco CanadaPlush shark pet toys by Dan Dee will be available at Walmart. In the publishing category, Meredith Corporation is back on board for a shark-themed bookazine, The Ultimate Book of Sharks, designed OR geared for all Shark Week fans, which will be available on newsstands nationwide beginning July 2, 2021.

A number of apparel and accessories partners are returning with fresh, new, and trend-right designs for this year’s Shark Week as well. Knockaround Sunglasses, available at, returns for a seventh year, with their special release shark-themed sunglasses, along with new kids’ sunglasses and apparel, while Freestyle Watches showcases its collection of Classic Shark timepieces with digital or analog movements available at, Ron Jon’s, Tilly’s, Zumiez and other fine retailers for the third year. Returning apparel partners include RSVLTS with a variety of short-sleeve button-ups and t-shirts available on or through @rsvlts Instagram, men’s and women’s apparel company The Forecast Agency with an apparel line retailing at PacSun in early July and Sock Fancy, who is back for a fourth year with a line of unisex socks and premium triple-layered face masks available at

“Shark Week is a pop culture phenomenon, and every summer viewers look forward to Discovery Channel’s shark-themed programming, and we see that with our successful consumer products program that continues to expand year over year,” said Carolann Dunn, Vice President, Consumer Products Licensing, Discovery, Inc. “We are excited to work with our partners, both new and returning, to bring shark-themed products to consumers everywhere and enhance their viewing experience.” 

Each year, Shark Week takes fascinated viewers on a week-long journey to the depths of the sea to uncover the secrets of the ocean’s top creature. Found in 220 countries and territories around the globe, Shark Week is a pop culture phenomenon that thrills fans of all ages with dynamic programming around these magnificent sea creatures.

For up to date information on Shark Week as well as photos and videos, follow #SharkWeek on Twitter, Instagram, Facebook and Snapchat.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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