DOG for DOG Signs Two Licensees to Expand its Product Offerings
Super-premium pet food and accessory company DOG for DOG is making a renewed commitment to the marketplace for its family of pet food and accessory brands. DOG for DOG has signed on two new licensees.
The first is with The G-Mason Group, whose other brands include AKC, Animal Planet and Nickelodeon, for a comprehensive line of pet products from crate mats and toys to training pads. The second is with Tzumi Pets, which will result in a robust assortment of dog food and treats. The deals were brokered by DOG for DOG’s exclusive licensing agency, All American Licensing.
DOG for DOG’s corporate philosophy is “You Buy, We Donate, They Eat.” The company’s mission and ethos are: any time they sell one of their nutritious—or just plain fun—dog products, they donate a portion of that sale to help a dog in need. DOG for DOG’s donation program works with local shelters nationwide, as well as national organizations like Best Friends Animal Society.
DOG for DOG has been carried at 15,000 retail outlets nationwide, from PetSmart to Centinela Feed and Pet Supplies to Tractor Supply Co., with 2016 sales volume of almost $10 million—making it one of the fastest-growing pet food companies in the industry, according to company officials.
Investors and supporters of DOG for DOG include Snoop Dogg, Chelsea Handler, Michael Bublé, George Lopez and former New York Knicks’ Amar’e Stodemire, among others. DOG for DOG, its celebrity investors and athletes are working to create a new TV show to help rescue shelters across North America, officials added. The TV show will be similar to the show The CW Network aired for several seasons as an unscripted shelter makeover show entitled “SOS (Save Our Shelter),” which DOG for DOG supported.
“DOG for DOG continues to be a family of products—and a movement—that people want to be involved with because they want to help dogs in need and they want their dogs to have the innovative and high-quality products DOG for DOG offers. We’re thrilled to assist DOG for DOG to make an even bigger and more positive impact on the industry,” said Michael Gottsegen, co-founding partner at All American Licensing.
DOG for DOG principal John Flock added, “We are excited to expand our working relationship with the All-American Licensing team, and we look forward to their partnership as we not only strive to bring an ever-wider range of quality pet products to the market, but also to expand our services to the shelter community and national rescue organizations. Our relationships with celebrities and athletes will help with brand awareness across social and traditional marketing channels, and further engage our customers in our products and our mission.”
The family of DOG for DOG licensees plans to launch the respective products by early summer 2018. The company is also in the process for filing an Initial Public Offering.