On April 30, 2009, toy manufacturer and media company
Hasbro announced that it would be forming a
joint venture with Discovery Communications to re-launch Discovery Kids as a new, family-oriented television channel. Under the arrangement, Discovery would be in charge of handling advertising sales and distribution for the new channel, while Hasbro would be involved in acquiring and producing programming. While the network planned to maintain educational series (including those carried over from Discovery Kids), plans called for new original programs based off Hasbro-owned franchises such as
G.I. Joe,
My Little Pony,
Transformers, and
game shows adapted from its board game brands.
[11][12][13][14]
In January 2010, Discovery and Hasbro announced that the new network would be known as
The Hub; two months later, the companies announced that The Hub would be launched on October 10, 2010.
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