Posted: Wednesday, April 29, 2009, 4:46 p.m., EDT

Animal Planet-branded pet products are slated to hit Petsmart shelves the first week of May. The new product line’s release at all 1,100 Petsmart stores coincides with National Pet Week.

Jakks Pacific Inc., a Malibu, Calif.-based designer and marketer of pet products and other consumer products, developed the line under a licensing agreement with Discovery Communications, Animal Planet’s parent company. Phoenix, Ariz.-based Petsmart Inc. is the exclusive retail partner for the product launch. The deal was brokered on behalf of Animal Planet’s licensing agent, the Joester Loria Group of New York City.

“With Petsmart as our exclusive retail partner, the new line from Jakks will expand Animal Planet further into the pet-care arena,” Debra Joester, president and CEO of Joester Loria Group, said in a statement. “Our goal is to create a truly integrated experience for both Animal Planet fans and pet owners.”

The Animal Planet line consists of nearly 50 assorted SKUs modeled after animals from around the world and as seen on some of Animal Planet’s programs. It includes toys, apparel, accessories and beds for cats and dogs. Jakks is designing additional items for small animals, such as chews and edible environments. The line’s packaging will feature vibrant colors and animal facts.

Petsmart, which advertises on Animal Planet, will feature the products in retail displays and with point-of-sale signage.

Animal Planet is planning an on-air and online marketing campaign to support the product launch at Petsmart. For example, the network intends to promote the line through in-program integration into shows such as “It’s Me or the Dog.”

A portion of the proceeds from the new product line will benefit Animal Planet’s national non-profit campaign R.O.A.R. (Reach Out. Act. Respond.), which aims to serve as “a voice for animals.” <HOME>