Purina, one of the most trusted and recognized brands in pet care, announced today that it has signed an agreement with Ethical Products, Inc., a leader in new and innovative pet accessory products, to launch a line of pet accessories for dogs and cats. The new product line, which includes leashes, collars, toys and feeding accessories, marks the launch of Nestlé Purina’s licensing program, brought to them by The Beanstalk Group.

According to data from Packaged Facts, a consumer research company, and cited in the August 6, 2007, issue of BusinessWeek, Americans now spend $41 billion on their pets, and are expected to spend $52 billion within the next two years. However, the overwhelming majority of non-food pet product brands are either not well-known or completely unbranded. Now pet owners will be able to turn to the trusted Purina name for a complete pet care solution. Distinctive designs, packaging and merchandising, accompanied by the Purina famous red and white Checkerboard logo, will help ensure a seamless integration of licensed products with Purina’s current product offering.

“We are always seeking new opportunities to engage and serve pets and their owners,” said Tom Blair, Vice President, Business Development, Nestlé Purina PetCare Company. “Ethical Products’ outstanding presence in the pet accessory segment as well as its reputation for quality and innovation made it the best partner for the Purina line of pet accessories, which will be as functional and fun for pets as they are trusted by pet owners.”

The Purina line of pet care accessories will be uniquely pet-centered and designed with the pet in mind. The combination of Purina’s 80 years of experience in the pet care industry and Ethical Products’ best-in-class manufacturing and distribution capabilities is meant to produce a best-in-class line of products.

“Purina’s insights into how pets and owners interact with each other is an invaluable resource that is unparalleled in the industry,” said Jonathan Zelinger, president of Ethical Products, Inc. “This information will be essential to the development of our Purina line of innovative, functional, and fun pet care products and accessories. We believe the line will be unlike anything found in the pet accessories segment today.”

“We are delighted to assist Nestlé Purina, the category leader, as it introduces its first integrated licensing program,” said Michael Stone, president and CEO of The Beanstalk Group. “As the pet accessories segment continues to experience strong growth, Purina is well-positioned to seize the opportunity to extend its brand in new ways for the benefit of pets and their owners.”

Purina pet accessories are slated to launch at retail in fall of 2008 and will be sold in all channels where Purina pet food brands are currently offered. The Beanstalk Group will continue to help build Purina’s licensing program by adding other key licensees in close-to-core categories.