Xcel Brands (NASDAQ: XELB) and Paradium.AI (NYSE American: PAAI) announced an agreement to launch a co-branded pet product line called PetHelpful x Trust·Respect·Love by Cesar Millan, with a targeted retail debut in the third quarter of 2027.

The co-brand will span multiple pet product categories. Xcel Brands will work with licensed operating partners to develop and manufacture the line, while Paradium.AI will use its Cutter Studios AI technology to convert long-form video content into shoppable videos and written articles distributed across Parade, PetHelpful, and Cesar Millan's own platforms.

According to the companies, the combined platforms reach more than 21 million social media followers and 31 million monthly readers.

"Trust, respect, and love are the foundation of every relationship between a person and their dog. I've spent more than twenty five years helping families build that foundation, and the way they care for their dogs every day is part of it," said Cesar Millan. "With PetHelpful, owners get my guidance and products made to the same standard, in the same place."

"Pet owners go to PetHelpful when they're looking for answers. Cesar has spent his career giving them those answers," said Robert D'Loren, Chairman and CEO of Xcel Brands.

Lisa Delaney, GM and Chief Content Officer of Paradium.AI Lifestyle, said the partnership aims to convert readership into commerce by pairing trusted advice with purchasable products.

The press release notes the announcement contains forward-looking statements subject to risks including execution of definitive agreements, retail distribution, and product development timelines.