Posted: Monday, April 13, 2009, 5:23 p.m., EDT

Ethical Products Inc., a Bloomfield, N.J.-based manufacturer and importer of pet products, recently signed a licensing agreement with Nestle Purina PetCare to develop pet toys, feeding dishes, collars and leashes under the Purina brand name.

The design, packaging and merchandising of the products, which feature Purina’s red and white checkerboard logo, are aimed at creating a seamless integration with Purina’s current product offerings, according to the company. The design includes stylized Purina icons, graphics and vibrant color schemes. The packaging incorporates copy that speaks from a pet’s perspective.

“Purina’s insights into how pets and owners interact with each other is an invaluable resource,” Jonathan Zelinger, president of Ethical Products Inc., said in a statement. “This information was essential to the development of our Purina line of innovative, functional and fun pet care products and accessories. We believe the line will be unlike anything found in the pet accessories segment today.”

The new products are slated to hit shelves beginning June 2009 in many of the channels where Purina pet food brands are currently offered. <HOME>