Leading entertainment, gaming and sports licensing agency Merchantwise has been appointed as the licensing agent for Pets Rock across Mainland China.
Merchantwise will drive the development of Pets Rock’s local consumer products and licensing program, including building and managing the brand’s licensee network, category planning, retail and e-commerce expansion, as well as local collaborations and strategic marketing activations.
With an initial focus across lifestyle-led categories including apparel, fashion accessories, beauty, personal care, stationery, gifts, home, consumer electronics accessories, and food and beverage promotions, the licensing program will also extend into selected pet lifestyle products.
Merchantwise will drive the brand which transforms real animals into distinctive characters through a unique combination of photography and hand-created fashion, hair, make-up and accessories across major e-commerce and social commerce platforms, department stores, fashion and lifestyle retailers, specialty retail, shopping malls and pop-up retail activations.
The strategy will see Merchantwise combine its local consumer and market insights with its strong retail and e-commerce networks and global licensing expertise to localise Pets Rock in a culturally relevant way, while preserving its distinctive humour, visual identity and fashion-forward positioning.
Pets Rock will be officially introduced to prospective licensees, retailers and collaboration partners in China at the Merchantwise booth at the China Licensing Expo in Shanghai, taking place from 21- 23 October 2026.
Polyblank Designs Managing, Director Kate Polyblank:
“The emotional connection people share with their pets is universal, and it has always been at the heart of Pets Rock. We are delighted to partner with Merchantwise to develop the next chapter of the brand in Mainland China, where pets are becoming an increasingly important part of consumers’ identities and lifestyles. We see strong opportunities to connect with today’s consumers through fashion, lifestyle products, creative collaborations and engaging retail experiences. Merchantwise’s local expertise and industry network make them an ideal partner to grow the brand while staying true to the humour and creative spirit of Pets Rock.”
Merchantwise Licensing Director – North Asia, Sally Xia:
“With its distinctive humour, strong visual identity and fashion-led attitude, Pets Rock has exciting potential in Mainland China. Pets are increasingly being seen as family members and emotional companions, and this relationship is influencing how Chinese consumers express themselves and their lifestyle choices. As the market in China expands beyond traditional pet care, consumers are increasingly looking for products and experiences that reflect the personality, joy and connection pets bring to their lives. Combined with our local market knowledge, retail and e-commerce relationships, and Pets Rock’s global creative appeal, we look forward to building a locally relevant licensing program that brings the brand to life for Chinese consumers.”
With pets increasingly regarded as family members and an important source of emotional companionship in China, particularly among younger urban consumers, Pets Rock is well positioned to establish a presence in a growing pet lifestyle economy that extends well beyond traditional pet care into fashion, home, travel, social experiences, gifting and personal expression.
Capturing the emotional connection between people and animals and expressing it through humour, fashion and pop culture, Pets Rock’s appeal extends beyond pet owners to a broader audience across Mainland China with an interest in entertainment, design and lifestyle products.
Now featuring more than 80 characters that combine pet photography with hand-created fashion, hair, make-up and accessories, the Pets Rock brand has collaborated with leading global retailers and brands including Samsung, Starbucks, KFC, LeSportsac, Topshop, River Island and Trendiano.
