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Animal Planet is trying to make the licensing leap from media authority to trusted pet brand with an exclusive pet product retail program at Petsmart stores. The Discovery Communications network will launch a fully integrated marketing campaign to support the program with Petsmart and licensee Jakks Pacific, which will consist of about 50 SKUs.
Licensing agency The Joester Loria Group, New York, developed the deal, which will relay the fun and playful positioning of the Animal Planet brand.
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