Animal Planet has partnered with Jakks for a line of cute animal chew toys and other pet products. Brandweeksays that toys will launch at PetSmart stores and will go on sale on May 3rd for National Pet Week.
Licensing agency The Joester Loria Group, New York, developed the deal, which will relay the fun and playful positioning of the Animal Planet brand. Items in the line include chew toy koalas and spider monkeys whose limbs are replaced by dog-teeth-resistant ropes and canvas. The line launches at Petsmart’s 1,100 stores around May 3, kicking off National Pet Week.
"The new Jakks line will bridge Animal Planet from animal authority into the pet care arena," said Debra Joester, president and CEO of Joester Loria. "Our goal is to . . . grow the Animal Planet brand from its media base into something animal lovers can enjoy, and depend on, in their everyday lives."
Petmsart will be the exclusive retailer for the new Animal Planet products in May and June. Brandweek says the line will include chews, habitats and edible environments. A portion of the proceed will go to Animal Planet's R.O.A.R..
