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Dog Whisperer Comes To Petco

A Dog Whisperer line of more than 100 products will be sold at more than 900 Petco stores starting July 27 under a licensing deal with Cesar Millan, star of National Geographic Channel's "Dog Whisperer" series.

The products include Castor & Pollux organic dog food and treats, Cott fortified water and Langers liquid supplements, as well as accessories such as Timberwolf collars and leashes, JLA Pets bedding and Planet Pets toys. The licensing deal also encompasses instructional DVDs and an online dog coaching course, developed by Millan and offered by Petco on its Web site, Petco.com.

Millan offered direct input on every product, an element that will be carried out in marketing Dog Whisperer, says Tim Rothwell, evp/co-managing director of worldwide licensing and consumer products at IMG, which crafted the deal. The mix includes dedicated in-store fixtures that pull together all Dog Whisperer-branded products, in-store messaging (video in some cases) and posters, an e-mail promotion, direct mail and ads in 37 million national circulars sent out by Petco.

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