PetSmart and NBCUniversal Brand Development Group Announce Partnership on The Secret Life of Pets from Illumination Entertainment and Universal Pictures

PetSmart Receives Exclusive on Licensed Pet Collection

Partnership Involves “Store Takeover” and Innovative Multichannel
Shopping Experience

PHOENIX & UNIVERSAL CITY, Calif.–(BUSINESS WIRE)–PetSmart and NBCUniversal Brand Development Group today announced a
strategic partnership with Illumination Entertainment and Universal
Pictures’ The Secret Life of Pets. Under the agreement,
PetSmart has become the exclusive retailer to carry a collection of pet
products featuring the characters from the film.


Under the terms of the deal, an innovative multichannel shopping
experience and compelling marketing partnership will be created that
will entertain PetSmart’s pet parent customer base, engage new consumers
and drive excitement for the film’s audience. The PetSmart campaign will
launch timed to the release of The Secret Life of Pets, which
arrives in theaters nationwide on July 8, 2016.

“What we instantly responded to is the fact that The Secret
Life of Pets
shows us the immensely entertaining lives that our pets
lead when we’re not around,” said Eran Cohen, Chief Customer Experience
Officer, PetSmart. “It’s an all-audience comedy that will be popular
among our pet parents and their families – kids and adults alike. We’re
excited to team with NBCUniversal Brand Development on the launch of
this perfectly aligned pet-oriented movie.”

The Secret Life of Pets will have “store takeover”
presence across PetSmart’s more than 1,400 stores throughout North
America, and other digital platforms. The Secret
Life of Pets
campaign will include advertising that features
custom-to-PetSmart animation and assets across television, print and
digital, as well as social engagement programs.

“Our exclusive partnership with PetSmart is a critical component of our
strategy to engage more directly with consumers whose pets are an
enormous part of their families,” said Jamie Stevens, Executive Vice
President, Global Retail Development, NBCUniversal Brand Development
Group. “We are excited to collaborate with PetSmart to expand our reach
and bring The Secret Life of Pets to life.”

The exclusive PetSmart product collection includes pet apparel such as
the iconic Gidget ruffle-skirted dress and hoodies; slogan tees like
“Every Dog Has His Day,” featuring Max and Duke; plush and rope squeaker
toys featuring Norman and Snowball; and cat and dog beds featuring
Gidget and Duke. Also featured is a curated collection of the
Characters’ “Top PetSmart Picks” – a list of PetSmart favorites as
picked by the main characters in the movie. Big Heart Pets, the company
behind Milk-Bone® dog biscuits, will also offer an
exclusive-to-PetSmart line of movie-themed pet treats.

About The Secret Life of Pets

For their fifth fully-animated feature-film collaboration, Illumination
Entertainment and Universal Pictures present The Secret Life of Pets,
a comedy about the lives our pets lead after we leave for work or school
each day.

Comedy superstars Louis C.K., Eric Stonestreet and Kevin Hart make their
animated feature-film debuts in The Secret Life of Pets, which
co-stars Steve Coogan, Ellie Kemper, Bobby Moynihan, Lake Bell, Dana
Carvey, Hannibal Buress, Jenny Slate and Albert Brooks. Illumination
founder and CEO Chris Meledandri and his longtime collaborator Janet
Healy produce the film directed by Chris Renaud (Despicable Me, Despicable
Me 2
), co-directed by Yarrow Cheney and written by Brian Lynch and
Cinco Paul & Ken Daurio.

About NBCUniversal Brand Development

The NBCUniversal Brand Development Group drives expansion of the
company’s intellectual property across the corporation. With a focus on
kids and family, the business unit has oversight of a dedicated
Universal Kids & Family TV Productions business, Digital Products &
Gaming, NBCUniversal Consumer Products, and Franchise Management. A key
component to this division includes evolving titles into robust,
multi-year sustainable brands with multiple consumer touchpoints,
including Television, Digital, Video Games, Consumer Products and
Live-Events, among others.

NBCUniversal Brand Development Group is part of NBCUniversal.
NBCUniversal is one of the world’s leading media and entertainment
companies in the development, production, and marketing of
entertainment, news, and information to a global audience. NBCUniversal
owns and operates a valuable portfolio of news and entertainment
television networks, a premier motion picture company, significant
television production operations, a leading television stations group,
world-renowned theme parks, and a suite of leading Internet-based
businesses. NBCUniversal is a subsidiary of Comcast Corporation.

About Universal Pictures

Universal Pictures is a division of Universal Studios (
Universal Studios is part of NBCUniversal. NBCUniversal is one of the
world’s leading media and entertainment companies in the development,
production and marketing of entertainment, news and information to a
global audience. NBCUniversal owns and operates a valuable portfolio of
news and entertainment networks, a premier motion picture company,
significant television production operations, a leading television
stations group and world-renowned theme parks. NBCUniversal is a
subsidiary of Comcast Corporation.

About Illumination Entertainment

Illumination Entertainment, founded by Chris Meledandri in 2007, is one
of the entertainment industry’s leading producers of event animated
films. Illumination, which has an exclusive financing and distribution
partnership with Universal Pictures, is the creator of the hugely
successful DESPICABLE ME franchise, which includes MINIONS, the
second-highest-grossing animated film of all time, as well as DESPICABLE
ME 2, an Academy Award nominee for Best Animated Feature of 2013.
In all, Illumination’s films, which also include 2011’s HOP and 2012’s
Dr. Seuss’ THE LORAX, have grossed more than $3 billion in worldwide
box-office revenues and feature some of the world’s most renowned
talent. Upcoming films include the highly anticipated July 2016 release
of THE SECRET LIFE OF PETS, starring Louis C.K., Eric Stonestreet, and
Kevin Hart in their animated feature debuts; SING, which arrives in
theaters in December 2016, starring Matthew McConaughey, Reese
Witherspoon, Seth MacFarlane, Scarlett Johansson, John C. Reilly, Taron
Egerton and Tori Kelly; DESPICABLE ME 3, set for June 2017; and a
newly-imagined version of Dr. Seuss’ THE GRINCH, set for November 2017.
In addition, Minion Rush (800 million downloads) has become one of the
world’s most popular apps, and Minion Mayhem attracts huge crowds at
Universal Orlando Resort and Universal Studios Hollywood.

About PetSmart®

is the largest specialty pet retailer of services and solutions
for the lifetime needs of pets. At PetSmart, we love pets, and we
believe pets make us better people. Every day with every connection,
PetSmart’s passionate associates help bring pet parents closer to their
pets so they can live more fulfilled lives. This mission impacts
everything we do for our customers, the way we support our associates,
and how we give back to our communities. We employ approximately 53,000
associates, operate approximately 1,444 pet stores in the United States,
Canada and Puerto Rico and approximately 202 in-store PetSmart®
dog and cat boarding facilities. PetSmart provides a
broad range of competitively priced pet food and pet products and offers
dog training, pet grooming, pet boarding, PetSmart
Doggie Day Camp
day care services and pet adoption services
in-store. Our portfolio of digital resources for pet parents – including,,,
– offers the most comprehensive online pet supplies and pet care
information in the U.S. Through our in-store pet adoption partnership
with independent nonprofit organizations, PetSmart
and PetSmart Charities™ of Canada, PetSmart helps to save
the lives of nearly 500,000 homeless pets each year. In addition,
PetSmart supports organizations that make communities a better place to
call home through our philanthropy program, PetSmart
Gives Back
™. By giving back to the communities where we live and
work, PetSmart not only celebrates the power of pets to enrich
people’s lives—we live it.

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Golin for PetSmart
Danielle Bickelmann, 972-341-2503
Media Line
Illumination Entertainment
Rothman, 646-254-6030
Evan Langweiler, 818-777-9709