Archive | Pet products

Creature Comforts

CBD product introductions are proliferating, and the pet industry remains a strong opportunity for licensed properties. These two facts—along with a love of animals and support for CBD in general—have led a number of celebrities to announce deals for CBD-infused pet products: • Willie Nelson. Nelson has long been associated with cannabis (under the Willie’s […]

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A Run on Pet Food

Interest in the pet food category has been on the rise over the past year, with a number of properties entering this space. For example: • Roobarb & Custard, a British animated TV series represented by Those Licensing People, paired with Two Near The Bone for a direct-to-consumer line of pet foods under the When […]

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Pet-to-Pet Brand Extension

A seldom-noticed and relatively small, but increasingly active, segment of the pet products market consists of pet-related brands extending into adjacent categories. Examples come from all corners of the industry: Food. The Dog for Dog premium pet food brand licensed G-Mason earlier this year for crate mats, training pads, and other products, as well as […]

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Standing Out in the Pet Aisle

Pet-products deals announced in the last two months continue a trend in which licensors are looking for voids in the market that they can fill with a focused, differentiated line of merchandise: Black + Decker licensed Wagz for a range of smart pet products, encompassing connected feeders, doors, and collars, controlled through the Black + […]

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Pet Shop Purchases

In the last year, several pet products retailers have acquired (or, in some cases, been acquired by) other pet-focused companies, including e-commerce specialists, manufacturers, service providers, and competitive store chains: Regional retailer Chuck & Don’s purchased e-commerce and home delivery service Fetch (not to be confused with pet products licensee Fetch…for Pets!). Phillips Feed Service, […]

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Pet Projects

Three years ago it seemed as if licensing in the crowded pet products industry had matured beyond novelty goods. Many of the deals forged at that time created a true point of difference in the marketplace. They ranged from Greenberry’s Animal Planet line, focused on waste collection and disposal; to PetSmart’s National Geographic assortment, centering […]

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Musicians Are Pet Lovers, Too

Musicians have comprised one of the most active groups of licensors in recent months when it comes to licensing into pet products. Among those launching or announcing pet collections within the past year: Miranda Lambert teamed with Petmate for a brand called MuttNation Fueled by Miranda Lambert, which includes everything from bedding and apparel to […]

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Talk to the Animals

Celebrities and pet products have been two of the most active areas of the licensing business over the last several years. While certainly there are hits and misses in both arenas, licensors and licensees continue to forge deals involving each sector on a regular basis. It makes one wonder: Why are there not more celebrity […]

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