Toys go to the Dogs
By Staff -- Playthings, 4/11/2006 9:59:00 AM
MALIBU, Calif.—Playthings are going to the dogs—literally. JAKKS Pacific recently signed a worldwide licensing agreement to develop and market pet products based on rap artist and music mogul, Snoop Dogg. The agreement covers products marketed under Jakks’ JPI pet division.
The new Snoop Dogg-branded line of pet products will cover toys, beds, leashes, apparel, treats and more for dogs and will begin shipping in 2006 to retail locations nationwide.
"We think Snoop Dogg will be a perfect complement to our new pet line, and our team is really excited to develop and market what we expect will be an urban and edgy line,” said Jennifer Richmond, senior vice president of licensing and media, JAKKS Pacific. “Initially, we'll look to sell the Snoop Dogg line into mass retailers and pet superstores. However, we hope to reach even wider distribution to music, novelty and other specialty outlets with a strong, irreverent line."
And Jakks isn’t the only toy manufacturer going after the pet market.
Beanie Babies creators, Ty, Oak Brook, Ill., will enter the segment this year with Bow Wow Beanies, a collection of plush toys designed exclusively for pets, designed in Beanie Babies styles and as fashionable plush dog bones.
"Over the years, some of our products have become quite popular as pet toys," said Ty Warner, chairman and CEO. "It's a natural fit."
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