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Halo Pursues Expansion Via Licensing Program
Posted: Wednesday, August 4, 2010, 6:54 p.m., EDT

Halo, Purely for Pets, a Tampa, Fla.-based manufacturer of dog and cat food, treats, supplements and grooming products, has selected IMG Licensing of Las Vegas to initiate a brand licensing program in the United States.

IMG is charged with identifying and signing licensees to expand the Halo brand into multiple dog and cat categories, including beds, apparel, collars, leashes, grooming and training products, carriers and other accessories.

Halo CEO Steve Marton said Halo is a lifestyle brand in that its customers identity with the philosophy behind the brand. As such, the company’s management sees the move into other product categories as a natural progression, he said.

“Our brand has a very definitive value system—high quality products, a commitment to holistic pet care—so the people that buy our brands, it’s an  affirmation that our brand values match their personal value system, and they would love to see other products in our stable that live up to those expectations as well,” he explained. 

Marton said Halo is excited to work with IMG Licensing, whose client portfolio includes EA Sports, Goodyear, and MLB, to expand the Halo brand. However, he doesn’t expect any newly licensed Halo products to hit store shelves for at least six months.

“We’re in no rush,” he said. “We want to get there, but we want to get there very thoughtfully.” <HOME>

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