Do you remember your first Disney experience? Whether it was buying a pull-string Woody or Buzz Lightyear doll (er, action figure) or making the trip to Disney World itself, many consumers cherish their childhood Disney memories. Now, pet parents have the opportunity to treat their fur babies with a Disney moment too, thanks to Chewy’s new partnership.
Online pet supplier Chewy just fetched a deal with one of the most beloved brands in America: Disney. The new partnership highlights a 400-piece collection on Disney toys, apparel, collars, and beds featuring characters from Pixar, Star Wars, and Marvel. Products range from Death Star catnip balls to a Cinderella pet dress to yes, Woody and Buzz Lightyear squeaky chew toys.
It’s not the first time Chewy has pet-worked with brands outside of its industry. In the past, the company collaborated with Burt’s Bees, Arm & Hammer, and Chicken Soup for the Soul. The collaboration with Disney, however, is especially major as it latches on to a few powerful trends of the moment. For example, the need for nostalgia materialized in consumers almost as soon as the pandemic hit, causing them to crave everything from comfort foods like Frosted Flakes to Y2K fashion. As such, diving into the Disney pool of many consumer’s childhood is an excellent way for grown up customers to relive their younger days. Additionally, pet adoption reached an all-time high during the pandemic, and as such, consumers became keen to spoil their new family members with the same kind of self care they showered themselves with. Enabling a consumer’s pet to partake in the same Disney traditions as their parent did might just be the ultimate way to do that.
Chewy isn’t the only brand betting on Disney. Adidas recently amped up its classic Stan Smith sneakers with a smattering of green Disney favorites including Yoda, The Hulk, and Kermit the Frog. Overall, brands are beginning to understand the importance of pets to consumers, especially during the pandemic. Petco, which boasts a spot just two rankings below Chewy in Gartner’s Digital IQ Index: Big Box, put out an ad that personified pets to demonstrate how their needs deserve to be as well taken care of as humans’, while luxury hair care label OUAI released a shampoo just for pets. As the crisis concludes, pet suppliers should keep an eye out for more opportunities to cater to the modern pet parent.