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April 6, 2018
NBCUniversal and Illumination have tapped PetSmart to create a Secret Life of Pets multi-channel shopping experience featuring new products, social media activations and more.
As the exclusive pet-specialty retailer for the film, PetSmart has unveiled a new collection of movie-inspired toys, beds, collars and apparel including character hoodies, the Gidget ruffle-skirted dress and slogan tees featuring characters from the film.
PetSmart will also carry movie-branded packages of Milk-Bone and Pup-Peroni dog treats as well as offer a new Top Dag Spaw service, which will come with a movie-branded bandana.
Additionally, until June 22, PetSmart will run a “Share Your Pets’ Funniest Secret” video contest on YouTube, where 30-second videos featuring funny pet secrets can be posted by contestants. PetSmart will narrow down the candidates for a majority vote that will be conducted from June 27 to July 5. The grand prize winner will win a $500 PetSmart gift card.
The pet retailer has also unveiled exclusive, custom animation TV ads that will feature the characters’ store takeover and music from The Rolling Stones.
The Secret Life of Pets hits theaters July 8.
“We, and our filmmaking partners at Illumination, are thrilled to collaborate with PetSmart, the largest specialty pet retailer in North America, to offer consumers a pet product line that captures the unique personalities of The Secret Life of Pets loveable characters,” says Manuel Torres, executive vice president, NBCUniversal Consumer Products. “PetSmart’s ‘store takeover’ and innovative multi-channel shopping experience extends the adventure further by engaging consumers to explore their own pets ‘secret lives,’ with activities and film-inspired merchandise.”
PetSmart’s The Secret Life of Pets collection is now available at PetSmart stores and online.
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