Discovery Channel is celebrating the 30th anniversary of Shark Week starting Sunday, July 22.

Look, up in the sky. There's a plane from Southwest painted in honor of Shark Week. Then there are the myriad toys available at Walmart and other retailers (a plush great white is probably the safest way to get close to one). Other products come from Swedish Fish, Build-a-Bear and Vineyard Vines.

Swedish Fish even has a mobile game tied to Shark Week. It's called Chomp. And then there is the special 30th anniversary home video collection.

But, here we are, 30 years in, and one might think one has seen all there is to know about sharks. 

But this Shark Week is filled with even more celebrities, from Shaquille O'Neal and Guy Fieri to Mark Cuban and the rest of the "sharks" from reality TV show Shark Tank. And there are other crossovers, such as Naked and Afraid of Sharks.

Shark Week has become a pop-culture tradition. And you know it's truly something to celebrate when local museums and parks get into the party mode, too. There are Shark Days at the Children's Aquarium and a Shark Week Celebration at Heard Natural Science Museum and Wildlife Sanctuary, among other events.

But the originators are ready to take over your TV, one chomp at a time. And your cell phone, and your tablet, and your smartwatch ... you get the picture.

Discovery has a full week of activities to inform and entertain. 

The schedule:*

Sunday, July 22

6 p.m. Alien Sharks: Greatest Hits

7 p.m. Bear vs. Shark

8 p.m. Shaq Does Shark Week

9 p.m. Ronda Rousey Uncaged

Phelps loses by 2 seconds to simulated shark as 'Shark Week' kicks off

Monday, July 23

7 p.m. Monster Tag

8 p.m. Great White Abyss

9 p.m. Cuba's Secret Shark Lair

Tuesday, July 24

7 p.m. Guy Fieri's Feeding Frenzy

8 p.m. Laws of Jaws

9 p.m. Air Jaws: The Hunted

Wednesday, July 25

7 p.m. Air Jaws: Back From the Dead

8 p.m. Shark Tank Meets Shark Week

9 p.m. SharkCam Stakeout

Thursday, July 26

7 p.m. SharkCam Strikes Back

8 p.m. Sharkwrecked

9 p.m. Tiger Shark Invasion

Friday, July 27

7 p.m. Megalodon: Fact vs. Fiction

8 p.m. Bloodline: Spawn of Jaws

9 p.m. Great White Shark Babies

Saturday, July 28

8 p.m. Return of the Mega Shark

9 p.m. Sharks Gone Wild

Sunday, July 29

8 p.m. Naked and Afraid of Sharks

*-- Any descriptions were omitted because it's more fun to leave it to your imagination.

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