pet owners who want the best for their best
friends,” he says.
Bedding is not the only category in which
pet owners are looking for familiar brands.
They also want licensed products in grooming,
dental care and other categories, and they want
certain features and benefits for each.
“In grooming, customers want either natural
solutions or products made with specialty,
trending ingredients that you can find in the
human space,” says Kristy Yvars, licensing
director for Fetch…for Pets. “In dental care,
customers are looking for easy ways to keep
their pets’ teeth clean because it’s a di;cult
task. Licensing is one part of the equation, but
solving the customers’ problems and making
their lives with their pets better is always going
to be a priority.”
The New York City-based company
offers licensed goods across multiple product
categories including Burt’s Bees, CHI, BioSilk
and Martha Stewart for grooming solutions,
Glad and Fresh Step for dog and cat waste
management, Arm & Hammer for dental care
and entertainment properties like Star Wars,
Marvel, DC Comics and Jurassic World for
toys, apparel, accessories, and home goods.
The latest launch is Martha Stewart Natural
Grooming Solutions. “Martha is a fanatic when
it comes to her dogs, and she has extremely high
e;pectations for the products she offers,” says
Yvars. “Her formulas are top of the line, safe
Fetch…for Pets also recently expanded the
Burt’s Bees line by adding more premium,
specialty solutions to target everyday skin and
coat issues, and will be shipping tools, a first for
the line, this year.
“We focus on building out our product
lines where it makes sense,” Yvars says. “For
e;ample, we now offer Glad ;ltra ;og Pads as
customers were really looking for larger, thicker
pads for big dogs.”
Yvars adds that the licensed pet products
category will continue to grow. “People have
shown that they’re willing to spend almost
more on their pets than they would on
themselves,” she says. “Overall, variety is key
In collaboration with the toy manufacturer Hasbro,
Gramercy Products, the licensed manufacturer of Nerf
Dog products ( NerfPet.com), created the new Tennis Ball
Blaster for puppies and smaller dogs. The new design is
similar in look and style to the original Nerf Dog Blaster,
but it is designed to shoot 2-in. tennis balls. The blaster
launches tennis balls up to 50 ft., and the mechanism
design has no exposed moving parts, making it safe
for children to use. It even makes playing fetch a little
less slobbery, because when the dog returns the ball
the user places the barrel on the tennis ball to pick it up
Petfive Brands ( petfive.com) announced a new design
for its Garfield Cat Litter line. After two and a half years in
the American market, the company updated the design to
better communicate the all-natural benefits of the product
to cat owners. The revamped packaging for Garfield Cat
Litter will be available in the third quarter of this year. The
new design will be showcased on the brand’s 10-lb. and
20-lb. bags and will better communicate the product’s key
attributes in a more succinct manner.
Buckle-Down ( buckle-down.com) released a new line
of Marvel Comics inspired products including plastic clip
collars, dog leashes and Buckle-Down’s seatbelt buckle
collars. The company, an industry leader in licensed products for 20 years, added dozens of new patterns featuring
characters from the most recent Marvel Comics films such
as Black Panther, Avengers:Infinity Warand Deadpool2.
Buckle-Down also offers products from brands such as DC
Comics, Disney and Warner Bros.
Bampz, LLC ( www.doggear.com)announced an agreement to create and distribute a line of pet travel products
in partnership with the KONG Company. KONG H2O will
feature a range of new products, including the 9.5-oz.
dog water bottle, the 25-oz. dog water bottle, the 25-oz.
K9 insulated water bottle, the KONG H2O caddy, and the
KONG H2O TREK. The durable, BPA-free water bottles
feature Bampz’s unique, patented lid that doubles as a
bowl and is designed for canine drinking. The KONG H2O
caddy is an over-the-shoulder water bottle holder made of
heavy-duty neoprene, with a strap that can be lengthened or shortened for all heights and an outer pocket for
treats or a set of keys. The KONG H2O TREK is made of
heavy-duty neoprene and features dual bottle holders, a
large zippered pocket, a dog waste bag dispenser and two
additional pockets for dog treats or a cell phone.