Muttles Set to Take "Best In Show" in NYC

Online, February 14, 2011 (Newswire.com) - Muttles, an all new collectible puppy brand is set to earn high marks at Javits Center during the American International Toy Fair. Billed as "A Whole New Hybreed of Fun," Muttles is based on the designer dog trend and features mixed-up breeds with fun names such as Labradoodle, Puggle and Snorkie. The product premieres in stores February 15, with a $3.99 MSRP pack that includes an adorable 3" Mini-Plush, 2 Trading Cards, a Tattoo Set, and an Adoption Certificate with a unique registration code assigned to each Muttle.

Owners can register their new puppy and build a Muttles Puppy Profile at muttles.com by selecting a name, entering its birthday and gender, and customizing by selecting from a menu of favorite things - food, toys, tricks, place, and bff. Muttles owners can also participate in some "Social Petworking" by sharing their pages, viewing the brag book and playing online games. Participation in Muttles.com is free with registration of a pup.

Muttles was founded by Gail Tilden, a brand and marketing executive with over 30 years experience in developing and promoting youth trends. She is also Senior Marketing and Brand Development VP for Enterplay, LLC, a trading card and collectibles company based in Connecticut. A former VP Brand management at Nintendo of America, Gail was responsible for promotion and expansion of Nintendo's characters and franchises like Mario and Zelda beyond the video game arena and she notably led the strategy and introduction of the Pokemon brand outside of Japan. She founded and headed Nintendo's publishing group and managed branding and marketing for the launch of the Nintendo Entertainment System. Gail resides in Woodinville, Washington with her husband Ron. Their three children, Eric, Allison and Hannah often serve as her sounding board.

"I was inspired to create Muttles by our family dog, Ollie, an Australian Labradoodle whose ancestors were a Labrador and a Poodle," said Gail. Our family had so much fun saying all the other mixed-up dog breed names, like Chiweenie and Cavachon, and we'd try to figure out what parent breeds created them. I wanted to find a way to share the fun our family was having with these Muttles, and from there our brand was born."

Centered on the concept that putting two parent breeds together creates a result that is more than twice the fun, the premiere assortment includes 8 combination hybreeds:

Labradoodle - Labrador Retriever + Poodle
Puggle - Pug + Beagle
Snorkie - Schnauzer + Yorkie
Germanation - German Shepherd + Dalmation
Chiweenie - Chihuahua + Dachshund (Wiener Dog)
Poshie - Pomeranian + Sheltie
Cavachon - Cavalier King Charles + Bichon Frise
Gollie - Golden Retriever + Collie

Creata (USA) Inc. is the manufacturing partner for Muttles Mini-Plush packs. Trading card and collectibles company Enterplay, LLC, based in Guilford, Connecticut, will handle distribution.

Marketing Contact:
Gail Tilden
Founder, CEO
Muttles, LLC
[email protected]
(206) 910-4245

Sales Contact:
Dean Irwin
President
Enterplay, LLC
[email protected]
(203) 458-1127

Press Contacts:
Larry Anreder / Marilyn Nelson
DTC
[email protected] / [email protected]
(310) 773-0723