PHOENIX — PetSmart and Ellen DeGeneres have expanded the ED Ellen DeGeneres pet lifestyle brand, which launched earlier this year with dog products. Added to the collection are more than a dozen products for cats, as well as several at-home grooming products with natural formulations.
“I am so happy to be launching my cat collection with PetSmart. I think you’ll love it if you like cats, have cats or just like toys that tickle,” said Ellen DeGeneres.
The brand is exclusively available at PetSmart and is among the most comprehensive pet product collections done in collaboration with a celebrity in the company’s 30-year history. The feline items include stuffed owl toys, cat scratchers featuring sisal and burlap detailing and feathered teasers and feature key themes such as the signature scripted “love” detail, which is prominent across all ED products. Additional products include a toy bin with the phrase, “Take Life One Toy At a Time,” and a gray cat bed with a basket-woven design and cozy plush lining.
PetSmart will showcase the new cat products at CatCon, Aug. 12–13, in Pasadena, Calif., at booth #223. PetSmart’s Facebook page will host a live video at 11 a.m. PDT on Aug. 12 with influential cats such as @nala_cat, @white_coffee_cat and @hello_luna_rose. These cats have a combined 5.2 million followers on Instagram. Topics covered on Facebook Live will include Ellen’s new cat line, PetSmart’s Buy a Bag, Give a Meal program and CatCon. There will also be a real-time Q&A with fans. PetSmart will go live on @nala_cat’s Instagram page at 11:30 a.m. PDT covering similar topics.