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Brilliant Pet Expands Product Offering, Launches Donation Program
Posted: Tuesday, May 25, 2010, 2:34 p.m., EDT

Brilliant Pet of Chicago has taken steps to expand and improve its product offering with the launch of a new dog toy line and several upgraded products. In addition, the company has launched a donation program to help pet owners in need.

The company’s new dog brand, RouseDog, made its debut at Global Pet Expo in March. The first product in the new toy line is the Dart, an automatic rotating laser toy, similar to Brilliant Pet’s Bolt cat toy offered under the FroliCat brand.

“When we launched our line of FroliCat cat toys, we noticed that our own dogs were having fun with them, too,” CEO and president Alan Cook said. “That’s when we decided to create products for our other four-legged friends.”

Cook said the company plans to expand the RouseDog line with a variety of interactive pet toys. In the meantime, Brilliant Pet has expanded its FroliCat brand with the launch of the Sway, a swinging cat toy.

To showcase the new RouseDog brand and expanded FroliCat line, Brilliant Pet has created new point-of-purchase floor and table displays. The displays include a header card with an optional built-in 7-inch screen, which retailers can use to play videos of the products in action. The screen comes with either a memory stick or embedded memory chip and is AC power supplied. Both the floor and table displays come pre-loaded with product.

In addition to new products, the company has made several changes to its existing Scoop Free self-cleaning litter boxes and manual litter boxes. Upgrades for the self-cleaning models include a quieter motor, anti-leak guard and recyclable packaging. Upgrades to the manual model include a new rake flipper to allow for even litter distribution, a smoother sliding action and reduced internal packaging.

Aside from product offerings, Brilliant Pet has launched an annual donation program. The aim of the program is to provide assistance to those who cannot care for their pets.

The program’s first donation recipient is Juliana Ramos of Oak Forest, Ill. Ramos, 23, sustained several injuries during an October 2009 car crash. To help Ramos and her family care for her cats during the recovery process, Brilliant Pet donated a ScoopFree Ultra self-cleaning litter box and six-month supply of litter trays. The company also donated a number of its products for a raffle held during a benefit in Ramos’ honor.
“That’s why we’re here,” Cook said. “We enjoy helping people and their pets. Our company is happy to donate to support such a worthy cause, and we all wish Juliana a speedy and healthy recovery.” <HOME>

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