Superpremium pet food and accessory company DOG for DOG has signed on two new licensees—the G-Mason Group, whose other brands include AKC, Animal Planet and Nickelodeon and Tzumi Pets for its assortment of dog food and treats. DOG brokered the deals for the company’s licensing agency, All American Licensing.

The company claims that any time they sell a dog product, they donate a portion of that sale to help a dog in need. DOG for DOG’s donation program works with local shelters across the US, as well as US organizations like Best Friends Animal Society. DOG for DOG has been carried at 15,000 retail outlets in the US, from PetSmart to Centinela Feed and Pet Supplies to Tractor Supply Co., with 2016 sales volume of almost US$10 million.

Celebrity partnership improves pet food marketing

Investors and supporters of DOG for DOG include Snoop Dogg, Chelsea Handler, Michael Bublé, George Lopez, and former New York Knicks’ Amar’e Stodemire, among others. DOG for DOG and its celebrity investors and athletes are working to create a TV show to help rescue shelters across North America. The show will be similar to the show The CW Network aired for several seasons as an unscripted shelter makeover show entitled SOS (Save Our Shelter), which DOG for DOG supported.

“We are excited to expand our working relationship with the All-American Licensing team, and we look forward to their partnership as we not only strive to bring an ever-wider range of quality pet products to the market, but also to expand our services to the shelter community and national rescue organizations,” said DOG for DOG principal John Flock in a press release. “Our relationships with celebrities and athletes will help with brand awareness across social and traditional marketing channels, and further engage our customers in our products and our mission.”

The family of DOG for DOG licensees plans to launch their respective products by early summer 2018. The company is also in the process for filing an Initial Public Offering.