PetSmart to be exclusive retailer for pet products inspired by the NBCUniversal film.

NBCUniversal Brand Development Group, in partnership with Illumination Entertainment and Universal Pictures, has partnered with PetSmart to release an exclusive range The Secret Life of Pets pet products.

The line will feature a range of pet products inspired by the film such as pet apparel, plush and rope squeaker toys and cat and dog beds.

Additionally, Big Heart Pets, the company behind Milk-Bone dog biscuits, will offer an exclusive-to-PetSmart line of movie-themed pet treats.

The retailers is also planning a multichannel marketing program to engage new customers and drive excitement for the film. The campaign, which will include a store takeover across more than 1,400 stores in North America, social engagement programs and advertising in TV, print and digital, will launch timed to the release of the film, which will hit U.S. theaters on July 8.

“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,” says 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.”