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 granting rights to Tzumi Pets for dog treats. Purina’s Purina Pet Gear line of toys, feeding accessories, beds, stain and odor products, shampoos, and hair pickup tools has been produced under license by multiple manufacturers since 2009.
- Pet toys. Kong, a leading dog toy brand, licensed Bampz in March of this year for a line of hydration and travel merchandise under the Kong H2O banner. The initial assortment includes water bottles and caddies.
- Kitty litter. Fresh Step licensed Fetch…for Pets in 2016 for a line of hassle-free litter box maintenance products and accessories.
Among the other pet-related properties that have been involved in licensing over the decades include the food brands Halo, Meow Mix, Pedigree, and Iams, along with the grooming brand Pet Head.
It should be noted that several past examples are no longer on the market, due to unmet expectations, ownership changes, or other factors. Still, as more corporate trademarks of all types lend their names to this category, it stands to reason that we will see additional brands from the industry itself extend into logical and closely related merchandise.
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