Marvel Entertainment inked a deal with Fetch…for cool pets! for a Super Hero inspired pet program, exclusively at PetSmart. The deal marks Marvel's first line in the pet category.

Dog toys, apparel and accessories will hit shelves this week, and a wide assortment of aquatic products will roll out later this year. The line will be available at PetSmart stores in the U.S., Canada and Puerto Rico.

“Marvel Super Heroes are a family affair and therefore should include the family pet,” says Jamie Kampel, director of licensing, Marvel Entertainment. “As we continue to look to expand the presence of the Marvel brand to new product and retail venues, the pet category is a natural extension. Fetch has developed a truly unique line, and having PetSmart on board as our premiere retail partner will enable us to make a huge statement for the Marvel brand in the pet category.”

"Fetch is approaching licensing from a different direction," says Steven Shweky, president, Fetch…for cool pets! "Instead of using brands that would typically only appeal to children, Fetch has licensed brands that resonate with the ‘pet parent.’ Marvel is the perfect brand to reflect our approach.”