The AKC cultivates the value of its brand through licensing programs that result in products bearing AKC trademarks.

4Kids Entertainment represents AKC properties in every merchandise category. 4Kids creates lifestyle licensing-programs for dogs and their enthusiasts that uphold AKC standards of quality, tradition, and style.

A line of nine AKC-licensed plush toys by Steiff, introduced at FAO Schwarz in 2004, proved immensely popular. In 2005, FAO Schwarz added two more breeds and launched "My First AKC Puppy Kit by Steiff." The kit includes a plush toy, accessories, and a replica AKC registration certificate. The world-famous toy merchant featured the AKC line on its holiday catalog cover. In time for the holiday shopping season, the plush toys were also made available at 80 Lord & Taylor stores.

Target stores reported that AKC dog treats and toys were among their top-selling pet products for the year. This has spurred Target to give AKC products additional shelf space and prominent display.

In addition to FAO Schwarz and Target, AKC products are currently available at Macy's, Home Depot, Stop & Shop, PETCO, PetSmart, and hundreds of independent pet-supply boutiques. Wal-Mart will join the list in 2006.

The AKC Rewards Visa credit card program, offered by Chase, was enhanced by the introduction of several new-look cards, including four dedicated to the sport of agility. Cardholders earn points redeemable at pet-supply stores and other merchants. The AKC cards, featuring the top 35 AKC-registered breeds and the Canine Good Citizen program, is the second-largest affinity card in Chase's portfolio.

Several marketing initiatives to raise AKC awareness came to fruition. A print advertising campaign, crafted by the Doner agency, is aimed at potential pet owners.

Insertions in the New York Times Magazine reached an estimated 44 million households. AKC commercials, produced by Doner and aired during televised dog events, reached an annual estimated household viewership of 53 million.