Objectives

  • Leverage the exceptional authority and reach of the Animal Planet network to successfully establish the brand in pet products and animal themed lifestyle products
  • Integrate R.O.A.R. cause-related initiative that protects animals and their habitat

Results

  • Consumer research confirmed permission and intent to purchase in multiple categories of pet product
  • Animal Planet pet products including beds, blankets, toys fountains and feeders are sold in better retailers including Macy's, Bed Bath & Beyond, and Kohl's
  • Animal Planet lifestyle product, with a focus on children and infants, are established in multiple categories across retail channels
  • Strategic relationship with Toys R Us delivers 16 feet of permanent space in all TRU stores
  • Coordinated retail support including circulars, dedicated sections, signage and promotions result in over 50 million impressions annually
  • Animal Planet products are distributed in over 25,000 retail doors!
  • The sale of Animal Planet products support R.O.A.R.; $200,000 donated to 8 charities in 2010 to fund projects that protect domestic animals, wildlife and their habitats