the discs that came with my instep are the first thing I thought of when I saw them. lol
The EMSCO Sports Products (ESP) branding is already in use on all their other sport gear (snowboards ect..). Pretty smart from a marketing standpoint though. They should have found a way to put the word Nova on there somewhere too. lol! I can see kids loving these because they will look "just like dad's" and probably really cheap to buy.
@the whammo discussion
I think it's fair to say that disc golf may not be as far as it is now had whammo not made the toy frisbee a common item that almost everyone has, but they were doing that when it was all a new thing. These emsco discs look like cheaper copies of cheap discs that already exist. Again, all speculation on my part and I would love to see them prove me wrong, but I won't hold my breath on that.
emsco catalog list http://www.emscogroup.com/catalogs/