Crazy Pet Licenses Helen of Troy To Make Pet Hair Appliances

Founded in 1968, Helen of Troy is a well-established maker of "human" hair dryers and other appliances, which are marketed worldwide under its own name, as well as those of leading companies in the personal care industry. The company currently is one of the market leaders in the human hair care market.

Becoming a Crazy Pet licensee will help Helen of Troy achieve its goal of expanding into the pet product market, according to Jeff Katz, product manager for Helen of Troy. Initially, the company plans to make several electrical Crazy Pet products, including pet hair dryers, clippers and heated pet beds, plus a complete line of non-electrical grooming products such as combs and brushes.

"The pet grooming market is a mature market, and to become a major player, we needed something that would attract attention," said Katz. "The Crazy Pet license is ideal for our needs. Crazy Pet's bold graphics and colorful dog and cat characters, along with the brand's wide recognition in the pet products industry, will give us a jump-start in this market."

Barbara Denzer, vice president of marketing for The Crazy Pet Co., agreed that the synergy between the two companies should lead to big success in the pet grooming appliance market. "We are very pleased to welcome Helen of Troy as the newest Crazy Pet licensee," said Denzer. "Helen of Troy's expertise in hair care appliances and Crazy Pet's strong presence in the pet supply market make this partnership a natural."

Helen of Troy will use its technical expertise to introduce grooming products with pet-friendly features, said Katz. For example, the company has developed a hair dryer that is 90 percent quieter than other dryers on the market. This product technology is especially well-suited to pets, Katz pointed out, since animals often become upset by loud noises.

The new line of Crazy Pet grooming products will cover the entire spectrum of price points. "Because Helen of Troy is such a large supplier, our economies of scale in R&D and manufacturing allow us to keep prices very competitive, while offering technologically superior products," said Katz.

Helen of Troy plans to support the new line with P-O-P material displaying the Crazy Pet animal figures. The bold colors and fun theme of the licensed characters should make the products jump off the retailer's shelf, said Katz.

Additionally, Katz noted, Crazy Pet's high-profile exposure in the mass media will help propel sales at retail. The Crazy Pet Co. and its products have been featured on Good Morning America, and written up in leading business and consumer publications, including McCall's, Inc. magazine, The Los Angeles Times, and The Wall Street Journal (four times on page 1!).

Ira Meyers, director of licensing for The Crazy Pet Co., reported that interest in the Crazy Pet license is snowballing. "We are impressed with the number of leading manufacturers in their fields, such as Helen of Troy, who have signed on with us," said Meyers. The Crazy Pet license is now being featured on a wide range of products, from apparel and plush toys to cameras and coloring books.

For more information about the new line of Crazy Pet-licensed pet hair appliances and grooming products, contact Helen of Troy at 800-487-8432.