Pushing product: It's kind of like the relationship that MSNBC already has with its parent, G.E. (Ask Keith Olbermann.)

The mind-boggling Hasbro/Discovery deal, aiming at those of you 14 and under, has been in the works for a few months, drawing heavy fire before G.I. Joe and My Little Pony trampled critics. Campaign for a Commercial-Free Childhood — good luck with that — had said of the deal:

And push product it will. Very true that there's no pretense whatsoever. Hasbro President and CEO Brian Goldner says: "We look forward to creating fun, stimulating and educational content that will allow us to deliver all-new brand experiences to the young and 'young at heart' - anywhere and anytime they want."

Discovery's already making a profit, so it wasn't exactly forced into the deal. The rebranded network is scheduled to debut in late 2010.