By Allison Watkinson
TLL Reporter
J.M. Smucker Co. and Pets + People have partnered to develop licensed pet toys for several well-known brands from J.M. Smucker’s portfolio.
The brands included in the licensing agreement are Milk-Bone, Jif and Meow Mix.
“We are excited to marry the innovative approach Pets + People brings to the pet toy category with our iconic brands,” said J.M. Smucker chief marketing officer, Gail Hollander. “As a company that offers leading brands in the pet aisle, we have a unique appreciation for our four-legged family members, and we look forward to consumers being able to engage the pets they love with some of the brands they love.”
Founded in 2008, Pets + People (formerly known as Fetch for Pets) is a product manufacturer that specializes in developing pet products across categories such as grooming, oral care, food, accessories, toys, health, and more.
The company plays an active role in the licensing industry by securing and maintaining partnerships with retailers and IP owners to create branded pet product collections.
Per the terms of the partnership, Pets + People will develop and manufacture distinct pet toy collections that feature logos, imagery and scents inspired by the licensed brands.
The Milk-Bone collection will include a range of dog toys that are made in the classic Milk-Bone shape, while the Jif dog toy line has been developed to smell like the brand’s peanut butter products.
In the cat product category, Pets + People will offer a collection of engaging toys inspired by Meow Mix.
“We’re thrilled to collaborate with The J.M. Smucker Co.,” said Pets + People licensing director, Keri Lustberg. “Their trusted, family-friendly brands perfectly align with our vision and the values of our customers. With the ongoing trend toward treating pets as members of the family, pet humanization, we believe that both pets and their owners will embrace these new products, and we look forward to bringing these into the pet toy aisle.”
Pets + People officially debuted the collaboration at booth #5200 during the Global Pet Expo in Orlando that took place from March 26 to 28, 2025.
The partnership with Pets + People was facilitated by Brand Central as the J.M. Smucker Company’s exclusive licensing agency.
Brand Central LLC is a global licensing and brand management agency that provides comprehensive business solutions to IP owners and manufacturing companies.
Its specialties include brand extension programs, trend intelligence, consultation services, licensing representation, e-commerce, digital marketing and more.
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