Agency of record, Brandgenuity, brokered the partnership as part of a new licensing initiative for the Wet Ones brand

New York, NY (October 28, 2019) – Edgewell Personal Care Brands, LLC announced today that it will license the Wet Ones trademark to Fetch for Pets, a leading manufacturer of pet products. The Fetch product line – Wet Ones for Pets™, – is expected to be in market in Q3 2020. The partnership was brokered by Brandgenuity, whose relationship with Edgewell was expanded recently to include the Wet Ones brand.

Catherine Gallo, Wet Ones Brand Manager at Edgewell is delighted to expand into Wet Ones pet products. “We know that our consumer cares deeply about her family and that dogs and cats are a part of the family. Creating a wipe that is specially formulated for pets is a natural and exciting extension of the brand.”

Wet Ones antibacterial hand wipes (for people) is America’s #1 hand wipe and the leader in the category. No matter what unexpected mess arises, Wet Ones helps families stay clean, anytime, anywhere. Wet Ones for Pets will be uniquely formulated for dogs and cats with core products that are either antibacterial and kill 99.9 % of germs or deodorizing and eliminate odors quickly. Other specialty SKUs will address specific need states including hypoallergenic, gentle puppy, face/eye/ear and dander control.  Wet Ones for Pets will be sold at mass, off price, pet specialty, e-commerce and home stores and in other online and brick and mortar stores.

Fetch CEO and pet lover, Steven Shweky, is thrilled with this new partnership. “There is no major brand in the antibacterial pet wipes space today and Wet Ones has the recognition, trust and quality attributes pet owners are seeking.” Added Shweky, “We can’t wait for pet owners everywhere to see this line!”

Louis Drogin, Partner at Brandgenuity added, “Fetch is a leading company in the pet care business, and we are delighted to be working with them on this exciting brand extension.”

Brandgenuity represents Edgewell brands including Playtex Baby™, Banana Boat® and Hawaiian Tropic® for licensing. For licensing opportunities, please contact Brandgenuity at 212-925-0730 or info@brandgenuity.com.

About Edgewell

Edgewell is a leading pure-play consumer products company with an attractive, diversified portfolio of established brand names such as Schick® and Wilkinson Sword® men’s and women’s shaving systems and disposable razors; Edge® and Skintimate® shave preparations; Playtex®, Stayfree®, Carefree® and o.b.® feminine care products; Banana Boat®, Hawaiian Tropic®, Bulldog® and Jack Black® sun and skin care products; and Wet Ones® moist wipes.  The Company has a broad global footprint and operates in more than 50 markets, including the U.S., Canada, Mexico, Germany, Japan, the U.K. and Australia, with approximately 6,000 employees worldwide.

About Fetch

Fetch for Pets, a New York City based pet product manufacturer, was founded in 2008 and quickly became an innovative leader, dedicated to bringing trusted consumer brands to the pet industry. The company develops pet products across multiple categories including grooming, oral care, stain & odor control, food & treats, apparel & accessories, toys, health & wellness, bowls & feeders, collars & leads and small animal care supplies. Fetch for Pets has revolutionized the pet licensing business working closely with top retailers, brand teams and factories to build cutting edge programs that raise the bar on quality, value and innovation. The portfolio of brands includes Burt’s Bees®, Arm & Hammer, SHOUT™, GLAD™, Fresh Step™, CHI®, Martha Stewart, Peeps®, DC Comics™, Marvel™ and more. Please visit www.fetch4pets.com for more information.

About Brandgenuity

Brandgenuity is a leading global independent brand licensing agency headquartered in New York, with offices in London, Munich and Hong Kong. The agency extends famous and iconic brands into consumer product categories, services and experiences via licensing relationships. Brandgenuity has won numerous industry awards for the programs the agency has developed for their clients. Brandgenuity’s full suite of services includes strategic licensing planning, prospecting, legal support & contract negotiation, retail development and program assessment.  The agency’s clients include BMW, Church & Dwight (ARM & HAMMER), White Castle, Best Friends Animal Society, ChuChu TV, Edgewell (Wet Ones, Banana Boat, Hawaiian Tropic, Playtex), Sanrio, Carmen Sandiego, MGM Studios (The Addams Family, Legally Blonde, Rocky), PUR, ABI (Budweiser, Corona), NFLPA, The University of Oxford, and others. The agency has a consulting division that assists manufacturers in the strategic acquisition of licenses. For more information, contact info@brandgenuity.com.