"It's a Pillow, It's a Pet" is more than just a jingle, it has branded the name Pillow Pets™ in millions of households. With a strap that closes underneath to transform the pillow into a friendly pet, Pillow Pets plush are an ideal travel pal, naptime buddy and all-around cuddly friend. The iconic stuffed animal is just one part of the Pillow Pets family of products which also includes books, games and video games, hats, blankets, and slippers. Launch date: September 2011.