Children entertainment company, Hasbro, and Discovery Communications have decided to form a 50:50 joint venture (JV), including a television network and website, dedicated to children’s and family entertainment. The JV also will receive a minority interest in the U.S. version of Hasbro.com.

Both the network and the venture’s online component will feature content from Hasbro’s portfolio of entertainment and educational properties built over the past 90 years, including original programming for animation, game shows, and live-action series and specials.

New programming will be based on brands such as ROMPER ROOM, TRIVIAL PURSUIT, SCRABBLE, CRANIUM, MY LITTLE PONY, G.I. JOE, GAME OF LIFE, TONKA, and TRANSFORMERS, among others.

The TV network and online presence also will include content from Discovery’s library of children’s educational programming, such as BINDI THE JUNGLE GIRL, ENDURANCE, TUTENSTEIN, HI-5, FLIGHT 29 DOWN and PEEP AND THE BIG WIDE WORLD, as well as programming from third-party producers.

The network will continue to operate as Discovery Kids until the debut of the to-be-named channel and new programming slate. Discovery Communications will retain the Discovery Kids brand for, among other things, its international networks and its licensing and merchandising business.