Bulu has turned down the opportunity to be on Shark Tank — the show where entrepreneurs pitch their ideas to well-known businesspeople — more than once.
But when the lure of Shark Week was dangled in front of the company, it bit.
Bulu, the Lincoln-based company that offers subscription boxes of nutritional supplements, has been chosen to provide a one-time, limited edition goodie box to celebrate the 30th anniversary of Shark Week, the Discovery Channel's weeklong block of programming that celebrates all things shark.
The Discovery Channel describes The Official Shark Week Box as a "tidal wave of exciting items designed to maximize your Shark Week viewing experience."
The box includes games, snacks and collectibles, including a bobblehead doll and a Shark Week T-shirt.
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Discovery is now taking pre-orders for the boxes, which cost $59.99, and says they will ship sometime this month.
"Bulu is the expert in building subscription box programs, so they were the perfect partner for this limited edition offering," Gary Hymowitz, senior director of licensing and publisher of Discovery Consumer Products, said in a news release.
Shark Week this year is July 22-29, and the launch of the box is part of the TV network's publicity blitz leading up to it.
Bulu, which has grown from a startup to a company employing more than 125 people, has done boxes for other big names, including lululemon and Crayola.
"The Shark Week Box has been a blast for the Bulu Crew to put together," CEO Paul Jarrett said in an email. "Discovery is a fantastic partner, and we're excited for the Shark Week Box to bring one-of-a-kind items and a fun, interactive viewing experience into U.S. homes for the 30th anniversary of Shark Week."
To order the Official Shark Week Box, go to