Licensing to drive pet supply sales

Drug Store News, Sept 26, 2005

Ever the practical product adorner, licensing is extending its reach further still through the drug store's aisles. And even though licensed merchandise generates nearly $6 billion in royalty revenues each year, according to the Licensing Industry Merchandisers Association, little has come from the pet supplies business--at least up until now. Some high-profile properties are venturing into the booming pet retail business.

Scholastic Entertainment ventured into pet foods for the first time this summer when it teamed up with Bil-Jac Foods to create Clifford the Big Red Dog Tummy Teasers, bone-shaped treats with the familiar face of Clifford the Big Red Dog on the package. It marked the first pet food license in Clifford's 56-year history.

Properties from television and movies are finding favor with consumers, and now that's translating to pet interests, too. One familiar character that has branched into pet products is SpongeBob SquarePants. Nickelodeon and Nanco properties have produced a full line of products based on SpongeBob SquarePants and characters from the children's TV show. The bulk of the line is made up of treats, toys and other items for dogs and cats.