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The exclusive collection includes pet apparel, plush and rope squeaker toys and cat and dog beds.

US: PetSmart to launch The Secret Life of Pets line

PetSmart and NBCUniversal Brand Development Group are embarking on a strategic partnership for Universal Pictures’ The Secret Life of Pets. 

Under the agreement, PetSmart has become the exclusive US retailer to carry a collection of pet products featuring the characters from the film.

The exclusive PetSmart product collection includes pet apparel such as Gidget ruffle-skirted dress and hoodies, slogan tees, plush and rope squeaker toys and cat and dog beds featuring Gidget and Duke. 

Big Heart Pets will also offer an exclusive-to-PetSmart line of movie-themed pet treats.

“What we instantly responded to is the fact that The Secret Life of Pets shows us the immensely entertaining lives that our pets lead when we’re not around,” said Eran Cohen, chief customer experience officer, PetSmart.

“It’s an all-audience comedy that will be popular among our pet parents and their families – kids and adults alike. We’re excited to team with NBCUniversal Brand Development on the launch of this perfectly aligned pet-oriented movie.”

An innovative multichannel shopping experience and compelling marketing partnership will be created, timed to launch alongside the release of the film on July 8th, 2016.

“Our exclusive partnership with PetSmart is a critical component of our strategy to engage more directly with consumers whose pets are an enormous part of their families,” added Jamie Stevens, executive vice president, global retail development, NBCUniversal Brand Development Group. 

“We are excited to collaborate with PetSmart to expand our reach and bring The Secret Life of Pets to life.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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