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 feeding and watering products. Some of the proceeds go to the MuttNation Foundation, an organization cofounded by Lambert to support rescue and adoption.
- Gwen Stefani launched a line of Harajuku Lovers pet apparel, accessories, and toys with Petco, in the latest extension of her apparel and accessories line of the same name. The partnership also includes a pet spa experience.
- Lady Gaga paired with IMG Licensing to develop an array of pet apparel, toys, food, and accessories billed as functional as well as fashionable. Her dog, Miss Asia Kinney, will be the face of the collection, sales of which will help support global animal safety and well-being.
- AC/DC signed Wish Factory for a line of consumer products that includes pet items, as well as automotive accessories.
Musicians have often licensed their names into the pet category in the past. Bret Michaels’ Pets Rock brand of pet beds, collars, toys, and apparel at PetSmart, which has been in place since 2012, was an early example of a cohesive collection associated with a musician. And AC/DC has had various pet products throughout the years with companies such as Skaffles and Top Paw.
Most musician-inspired deals historically, however, have focused on a few products, often part of a novelty line alongside additional musicians or other types of licenses. Recent agreements, such as the bulk of examples enumerated here, more often take the form of comprehensive programs with a specific positioning. Note that many are marketed under a brand name other than the celebrity’s.
Meanwhile, the deals tied to Lady Gaga and Gwen Stefani, both of whom have designed apparel for humans and whose pet lines are fashion-driven, are part of a broader trend encompassing licensed pet products associated with designer labels and celebrities known for their fashion sense. Other examples include Todd Oldham and Laura Ashley on the designer side and Ellen DeGeneres with her ED brand on the celebrity side.