NEW YORK (Map) - NEW YORK, Feb. 7 /PRNewswire/ -- PEDIGREE(R) Food for Dogs officially opened the doors to the PEDIGREE(R) DOGSTORE in Times Square today with the help of Kate Walsh. The store will serve as the first short-term adoption center of its kind where visitors can learn about dog adoption, meet adoptable dogs and make donations to support various shelters across the country. This grand opening kicks off the fourth annual PEDIGREE(R) Adoption Drive.

Because of their love for dogs, PEDIGREE(R) Food for Dogs created The PEDIGREE(R) Adoption Drive to help shine a spotlight on the plight of homeless dogs. Through no fault of their own, more than four million dogs end up in shelters every year. Sadly, nearly half of those canines never find a place to call home, a trend that the PEDIGREE(R) Brand and Walsh hope to help reverse.

"It breaks my heart to know that there are so many loving dogs in shelters just waiting to find homes," said Walsh. "It's impossible to articulate the happiness that my adopted dog Lucy brings to my life -- so I'm excited to be a part of a program that is committed raising awareness and funding for these wonderful animals."

Getting Involved

Walsh has joined forces with the brand in an effort to help raise more than one million dollars for The PEDIGREE Adoption Drive Foundation, a new non-profit organization that provides funding to select animal shelters and breed rescues nationwide in order to help dogs find loving homes. Dog lovers who want to show their support for the cause can make a donation over the course of the year to the foundation by logging onto Dogsrule.com. All donations are tax-deductible.

"As the brand that loves dogs, we want to ensure we're maximizing our efforts to help these four-legged friends in need, and creating The PEDIGREE Adoption Drive Foundation seemed like the natural next step," said Rob Leibowitz, vice president - marketing, Mars Petcare US, the makers of PEDIGREE(R) Food for Dogs. "We know there are people out there who love dogs but may not be ready to care for one full-time. This foundation gives them an easy way to get involved and help us help dogs."

In addition to making a direct donation, there are several easy ways dog lovers can take part in The PEDIGREE(R) Adoption Drive that help benefit the foundation:

    -- Walsh unveiled a limited-edition T-shirt at the PEDIGREE(R) DOGSTORE,
       available for purchase, as an extension of the Dogs rule.(R) line, a
       collection of merchandise for dog lovers available on Dogsrule.com.
       Donations from the sale of Dogs rule.(R) items benefit the foundation.
    -- If you're a dog owner, you can purchase PEDIGREE(R) products. Donations
       from product sales will benefit the foundation.
    -- You can bid on autographed Dogs rule.(R) merchandise signed by a
       variety of dog-loving celebrities including Courteney Cox and David
       Arquette, Molly Sims, and Kelly Ripa, that will be listed on eBay. Log
       onto http://www.eBay.com/pedigree from February 18 - 28, 2008 to place
       a bid; all auction proceeds will benefit the foundation.
    -- Additionally, those who adopt a dog from a local shelter or breed
       rescue anytime during 2008 are eligible for a FREE, one-month supply of
       food as a thank you from PEDIGREE(R) Brand.

Responsible Pet Ownership

It's important to note that adopting a pet is a decision that should not be taken lightly. Caring for a pet is a big responsibility, but most dog lovers will tell you that adding a canine to your family will bring a great deal of joy and happiness.

To help educate potential dog owners, http://www.Dogsrule.com offers a special dog adoption microsite providing a wealth of information all about dogs, from how the adoption process works to training and everyday care and nutrition. A downloadable Adoption Guide is a resource for those considering adoption and offers tips and checklists that are handy for first-time animal shelter visits, vet trips and even shopping. Potential dog adopters can also tune in to the annual Westminster Kennel Club(R) Dog Show, sponsored by PEDIGREE(R) Brand, which airs on February 11, 2008 - February 12, 2008 on the USA Network(R) and CNBC(R) (check your local listings). The show is a great way for potential dog owners to learn more about specific breeds.

To learn more about adoption and find a shelter near you, visit http://www.Dogsrule.com. PEDIGREE(R) Brand products are available at grocery, pet specialty and mass merchandise outlets nationwide. For more news about PEDIGREE(R) Brand, log onto http://www.marsnewsroom.com.

About PEDIGREE(R) Brand

PEDIGREE(R) Brand is the number one brand of dog food in the world, offering a wide variety of products for different dog life stages. As an innovative market leader, PEDIGREE(R) Brand is at the forefront of pet nutrition and understands pet owner needs by providing a range of innovative products and resources.

About Mars Petcare US

Mars Petcare U.S. is the U.S. pet care operations of Mars, Incorporated, one of the world's leading food manufacturers. Headquartered in Franklin, TN, Mars Petcare U.S. employs more than 3,000 associates in the United States, with 29 facilities nationwide and owns some of the world's favorite pet care brands, including PEDIGREE(R) Brand Food for Dogs, CESAR(R) Canine Cuisine, WHISKAS(R) Brand Food for Cats, SHEBA(R) Brand Food for Cats and THE GOODLIFE RECIPE(R) Brand. In addition, Mars, Incorporated owns the portfolio of brands produced by ROYAL CANIN USA Inc., NUTRO Products, Inc. and GREENIES(R).

    (R)/(TM) Trademarks (C) Mars, Incorporated 2008
    WESTMINSTER KENNEL CLUB(R) is a trademark of Westminster Kennel Club
    USA NETWORK(R) is a trademark of Florida Network USA, Inc.
    CNBC(R) is a trademark of CNBC, INC.