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PetSmart readies Ellen DeGeneres promotion

Pet supply retail chain PetSmart is preparing a North American promotion in support of a new line of products co-branded with television personality Ellen DeGeneres. The product line consists of pet apparel and accessories such as toys, beds, feeding bowls and grooming tools.

The promotion will take the form of a series of online videos called "Ellen's Pet Dish." The animated videos will depict the lives of DeGeneres' pets while she's not at home. Products from the line will be integrated into the creative. The series will begin in March on YouTube and at <>. The products will also appear on episodes of The Ellen DeGeneres Show through 2017.

"Without a doubt, Ellen DeGeneres is one of the most iconic people of our time, and we are tremendously pleased to partner with Ellen on her brand, ED Ellen DeGeneres, and her first-ever pet lifestyle collection," said Eran Cohen, chief customer experience officer at PetSmart. "Ellen is well known for her distinctive design aesthetic and passion for pets, and we saw that come through with her thoughtful attention to details as we teamed up to create the launch collection. We are eager to see the line come to life not only in our stores and on our website, but also in homes, dog parks and streets across the US and Canada."

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