The company's charitable arm, PetSmart Charities, has also committed up to $1 million in grants to support designated responding agencies working on the front lines to help pets and pet families in need.
It will lead Max & Molly's sales and marketing efforts into the U.S. and Canada.
The products support dog digestion, healthy guts and cardiac health.
Pet Palette will have more than 75 new items for retailers to purchase starting in September 2018.
Dogs4Diabetics is a nonprofit organization that trains Medical-Alert Assistance Dogs to support insulin-dependent diabetics live "relentlessly awesome lives" in safety.
Stores that sign up to participate through Astro Loyalty can offer their customers a Frequent Buyer Program to receive one free Holistic Hound product after the purchase of any five of the brand's products.
The event will give pet owners an opportunity to meet their local pet stylists, discuss their pet's specific needs and have questions answered.
Pet industry players, community boosters and brick-and-mortar stores are propelling the pet-friendly craze.
To add a larger billboard for the brand and due to the strong performance in the U.S., ökocat Wood Clumping Litter has been added to the set as well.
Three winning entries were selected on the basis of cuteness and originality and how well they reflected Crazy Dog’s Backbones of Character initiative.