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 on the underserved niches of small mammals, fish, reptiles, and birds; to Pangea’s Body Glove range of water-repellent neoprene merchandise. Arm & Hammer’s line of odor- and stain-removing products is another example.
More recently, however, the pendulum seems to have swung back to the novelty end of the spectrum, although some of the deals do provide a point of difference from the competition. In fact, many agreements announced in this space lately go back to basics by tying in with properties featuring cats, dogs, and other animals (both real and fictional):
- In November, The Sharpe Company paired with Wish Factory for pet apparel and other products (as well as items for humans) tied to Takkoda’s Pets Rock brand, which comprises photographs of animals dressed as celebrities.
- Also in November, Knockout Licensing signed Jakks for pet products inspired by Boo, The World’s Cutest Dog. The toys, clothing, and bedding are designed for small dogs.
- Early in 2016, NBCUniversal licensed PetSmart for a collection of toys, beds, and pet apparel (hoodies, slogan t-shirts, etc.), along with Big Heart Pets for pet treats, all featuring characters from The Secret Life of Pets.
- In August, Paws announced that International Pet Group would offer three collections of Garfield cat scratchers and loungers, including one intended to complement a range of home décor styles, as well as catnip, silver vine, and valerian toys, sprays, and dental chews, and a cat fountain.
- Just over a year ago, Dr. Seuss Enterprises partnered with Petco to launch an array of pet toys and accessories based on Dr. Seuss’s book character The Cat in the Hat, as well as The Grinch and Thing 1 and Thing 2.
Of course, there is no question that there is a natural fit between these sorts of properties and the pet products category. For the most part, however, they skew more toward novelty plays than toward partnerships meant to bring a unique functional attribute into the industry.
The same can also be said of other pet-product licensing segments that have been active of late, such as the many recent deals involving celebrity fashion designers and musicians. Read more about licensing trends in the pet products industry here, here, and here.
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