AbsolutelyNew Launches New Toys in PetSmart

AbsolutelyNew Launches New Toys in PetSmart®
Interactive toys for dogs and cats keep them engaged in healthy play
SAN FRANCISCO (March 1, 2011)— Starting this month, AbsolutelyNew, Inc., a
next generation consumer products company that develops the best ideas from
independent inventors, is introducing four new pet toys into PetSmart®, the
nation’s largest specialty retailer of pet products.
All four are designed to keep our feline and canine friends physically and
mentally engaged, using interactive elements and natural encouragement. Two
of the toys are for dogs and two are for cats. Below are descriptions of each.
• Treat Launcher™ is a fun and stylish dog toy that propels kibble treats
(small or large) into the air for your pooch to chase. It features a
comfortable ergonomic handle, a transparent treat cover so you can see
how many treats are remaining and a loop so you can affix a wrist strap or
carabiner. In addition, it does not require batteries and is dishwasher safe.
MSRP is $19.99.
• Squeeze Bones™ is a sophisticated and durable treat-dispensing toy that
will stimulate your dog’s mind and mouth. When dogs bite on the pliable
tubular portion, they expel treats to the rubbery spherical portion, where
they are subsequently dispensed during play for the dog to consume. It
features a transparent tubular section so treats are visible; natural rubber
and heavy-duty PVC; dental grooves for oral hygiene; and a paste-treat
chamber. Available in three different sizes (mini, midi, and max) and
three color combinations. MSRP is $12.99-$17.99 (based on size).
• Catnip Tip ‘n Twirl™ is a wobbling cat toy that holds either live or dry
catnip, and dangles tantalizing feathers from a flexible line connected to
the top. It features a weighted base that keeps the toy upright during
play; spiral open-air vanes that allow a live plant to grow through it; and a
special ring that keeps soil inside of the container, even when tipped.
MSRP is $19.99.
• Roll Play™ is a multi-function treat-dispensing catnip toy. It features a sisalwrapped
exterior, which cats like to claw; a plume of feathers, which
provides visual simulation; a compartment that holds dried catnip and
treats; and an opening that dispenses the treats as the cat plays with the
toy. The product is available in two shapes (round and cone) and three
colors (red, blue and green). MSRP is $12.99.
In September of 2010, AbsolutelyNew announced that it would provide PetSmart
with an ongoing stream of innovative products that will be sold under PetSmart’s
proprietary brands. The companies began quietly working together about a year
ago, meeting frequently since then to make rapid progress. Now, dozens of
products are in development, and some of them have already launched.
The first product to launch in this partnership, under PetSmart’s new Bounce™
brand, was an innovative new dog leash. This striking 16-foot retractable leash
features a comfortable ergonomic handle, which has an integrated carabiner
clip for securing the leash to stationary objects. It also uses AbsolutelyNew’s
patent-pending Trig-Lock™ system to quickly and easily lock and unlock the
leash. And it features high visibility reflectors on the sides for extra safety. This new
leash arrived in stores nationwide in early October, in three sizes and a variety of
“We’re very excited about our partnership with AbsolutelyNew, which will enable
us to provide our customers with the most innovative new pet products for many
years to come” said Allen Hembree, PetSmart’s Vice President of Proprietary
Brands and International Sourcing.
“Many of the products we’re providing to PetSmart came from the fertile minds
of independent inventors,” said Richard Donat, AbsolutelyNew’s CEO. “Our
special relationship with PetSmart will enable us to help even more inventors
bring their pet invention ideas to the market, and to achieve even greater
success with them.”
About AbsolutelyNew, Inc.
AbsolutelyNew is the consumer goods company that partners with inventors to
launch breakthrough products. The company’s Science+Technology Division
also helps innovators launch new devices and technologies into businesses.
Products in AbsolutelyNew’s portfolio span a range of categories and can be
purchased in stores and catalogs, online and on TV. Headquartered in San
Francisco, AbsolutelyNew is privately held with venture capital backing from
Artiman Ventures. For more information, visit http://www.absolutelynew.com.
About PetSmart
PetSmart, Inc. is the largest specialty pet retailer of services and solutions for the
lifetime needs of pets. The company employs approximately 45,000 associates
and operates more than 1,164 pet stores in the United States and Canada, 168
in-store PetSmart PetsHotel® cat and dog boarding facilities, and is a leading
online provider of pet supplies and pet care information
(http://www.petsmart.com). PetSmart provides a broad range of competitively
priced pet food and pet products; and offers complete pet training, pet
grooming, pet boarding, PetSmart® Doggie Day Campsm pet day care services
and pet adoption services. Since 1994, PetSmart Charities, Inc., an independent
501(c)(3) non-profit animal welfare organization and the largest funder of animal
welfare efforts in North America, has provided more than $110 million in grants
and programs benefiting animal welfare organizations. Through its in-store pet
adoption partnership with PetSmart Charities®, PetSmart has helped save the
lives of more than 4 million pets.
Bill Freund
Vice President of Marketing & Business Development
AbsolutelyNew, Inc.
415-865-6200 x 1104
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