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PetEdge, Dog is Good Ink Licensing Deal

Posted: March 3, 2011, 3 p.m., EDT

PetEdge Inc. of Beverly, Mass., has signed a licensing deal with Dog is Good LLC to manufacturer Dog is Good-branded pet products.

Under the agreement, PetEdge will develop, manufacture and distribute an array of Dog is Good-branded pet products, including toys, collars, leashes, harnesses, apparel, dishes, grooming tools, treats and supplements, said Denise Tedaldi, PetEdge’s vice president of merchandising and product development.

“PetEdge will leverage our successful standing in the pet industry to develop innovative pet products that not only marry well with the Dog is Good brand, but will help us build a far-reaching brand both companies can be proud of,” Tedaldi said.

The first of the Dog is Good-branded pet products are tentatively slated to roll out this fall, Tedaldi said. The products will be marketed to select yet-to-be-determined channels.

Under a new licensing agreement with Dog is Good, which primarily markets human apparel, PetEdge will manufacture a wide range of Dog is Good-branded pet products.
This deal will greatly expand Dog is Good’s product offering in the pet category. The Los Alamitos, Calif.-based company mainly markets apparel for humans that celebrates the human-dog bond.

Dog is Good president and co-owner Jon Kurtz said the company had launched the Dog is Good brand with the mindset of extending the brand to other product categories—pet products being an obvious one. PetEdge is the ideal company to help the company expand its presence in the pet marketplace, he said, given its brand development, manufacturing and distribution capabilities.

“It certainly gives us credibility and it also gives us exposure," Kurtz said. “The combination of which will help us move the company ahead faster.”

Joel Barnett, president of Brentwood Licensing, the licensing agent for Dog is Good, said the company continues to explore other licensing opportunities. The company is currently eyeing potential licensees for greeting cards, picture frames, and calendars, he said.

“It’s just a wonderful brand for dog lovers,” Barnett said.

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