Off and running: Pet products lure licensed brands
The pet product industry generated more than $38 billion in sales last year and has been one of the fastest-growing businesses since the year 2000. So it’s no surprise that many well-known brands are starting to leverage their names in the thriving pet sector.
Jeep recently entered the pet product business with its own line of Jeep-branded products. The company has two licensees—Pet Gear and Vo-Toys—that produce Jeep-branded pet toys, strollers and a new pet ramp for cars and trucks that was unveiled in April at the annual American Pet Product Manufacturers Association show.
Jeep representative Debra Joester said the move into pet products is an outgrowth of Jeep’s successful branding campaign in the juvenile products sector. “Pet products is really a hot new space for licensing,” said Joester, head of the Joester-Loria Group. “Jeep has had such great success with parents in the juvenile products area that they decided to branch into products for their other kids as well—their pet kids.”
Clifford the Big Red Dog, who has been a familiar face on everything from kids’ bedding to T-shirts for more than a decade, is also making a move into pet products. Scholastic signed a deal with Pet Goods Manufacturing earlier this year to put Clifford’s stamp and familiar red colors on a wide array of dog toys, leashes, bowls, pillows and accessories. The product line is being finalized and should arrive at most major retailers this summer.
“Clifford the Big Red Dog is symbolic of the love between pets and their owners,” said Leslye Schaefer, senior vp of marketing and consumer products for Scholastic Media. “So that makes Clifford the perfect brand for products associated with caring for your pet and we’re excited that this new pet goods campaign will leverage the brand’s power.”
Scholastic first ventured into the pet product area in 2006 when it signed a deal with Bil-Jac to manufacture and distribute Clifford the Big Red Dog Tummy Teasers dog snacks. Pet Goods joined up this spring when it unveiled its line at the APPMA convention in April.
“Branded characters like Snoopy and Lassie have had success in this [pet] business so it’s a natural for Clifford,” said Schaefer. “And we’re really hoping to build on what we’ve started because it’s a great industry to be in.”
Scholastic is expecting to meet with other potential licensees at the Licensing Show to discuss expansion into the dog care sector with products like disposable pet wipes, stain and odor removers and vitamins.
Disney has teamed with JPI, a division of Jakks Pacific, for a new line of Disney Nostalgia pet products. The line includes pet beds and carriers with images of Pluto and Mickey Mouse, a Pluto plush dog toy and vintage pet apparel that features the image of Minnie Mouse.
“JPI recognizes there’s a deep connection between people and their pets,” said Tony Lawlor, senior vp of JPI. “With so many beloved animal characters in the Disney portfolio, it made sense for us to license them and develop a collection of nostalgia-inspired accessories and apparel that resonate with pet owners.”