Orrville, OH – The J.M. Smucker Co.  announced a licensing agreement with Pets + People (formerly Fetch for Pets) to create a new line of pet toys inspired by several of its brands including—Milk-Bone®, Jif®, Smucker’s® and Meow Mix®.

The strategic partnership, facilitated by the company’s licensing agency Brand Central, marks an exciting expansion of these trusted brands into the pet toy category.

Milk-Bone is set to launch a collection of toys designed to capture the same playful spirit and joy that has made it a household favorite treat. Likewise, Jif is partnering to develop scented dog toys that celebrate the flavor dogs love most. Meanwhile, Meow Mix, known as the only dry cat food brand that cats request by name, will offer creative, engaging playthings aimed at keeping our feline friends entertained.

“We are excited to marry the innovative approach Pets + People brings to the pet toy category with our iconic brands,” said Gail Hollander, Chief Marketing Officer of The J.M. Smucker Co. “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.”

Keri Lustberg, Director of Licensing for Pets + People, added, “We’re thrilled to collaborate with The J.M. Smucker Co. 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.”