4sight Licensing Solutions is building the programme for canine registry, the American Kennel Club, appointing a master dog toy partner.

Pet Brands will produce a range of toys (made from plush, rubber, vinyl and other fabrics), as well as jerky, rawhide and dog treats, biscuits, bowls and containers incorporating AKC's trademarks and imagery.

The products will launch across North America, with the deal running through until November 2013.

Pet Brands takes over the licence from Jakks Pets.

"Being able to offer the pet retailer a full line of toys, plush and rawhide, jerky, treats and accessories will make it possible to create departments and promotions that feature a variety of AKC branded products," said Matt Hunnell, COO of Pet Brands. "This is a real win/win for both the retailers and their dog owning customers."

Advertisement

Alyssa Tucker, SVP of licensing and marketing at 4sight, added: "We're delighted to expand our relationship with Pet Brands in these vital categories and in this rapidly growing market segment."