Where plush meets possibility
By Zoologee

Zoologee is more than just a name change, it is the transformation of an engaging, story-driven brand that helps retailers connect with families.

For over 30 years, The Petting Zoo has built a strong reputation in plush, particularly within zoos, aquariums, resorts and attraction-based retail. Founded with a passion for creating playful, accessible animal plush, the company has grown significantly in recent years — expanding its reach, assortment and customer base.


As that growth accelerated, so did the need for a rebrand that more fully reflects the company’s identity.


“We wanted to evolve into a vision-driven brand with a purpose,” says Rich Dusky, who is part of the leadership team, which includes John Lizewski, the founder, who brings immense passion for the industry, and his brother JoRoy Lizewski, master of toys.


That evolution led to Zoologee, a rebrand designed to better align with the creativity, scale and long-term vision behind the company’s product offering.



More than plush — a story to tell. Zoologee, a playful take on the word zoology, the study of animals and their habitats, introduces a more cohesive and experience- driven framework to the collection. The Zoologee name is paired with a thoughtfully developed visual identity, including a logo centered around what the management team describes as not only an animal you can imagine, but a parent and child connecting through nature.


“We want to connect families through those nature experiences — whether it’s a trip to a zoo, a national park or beyond.” — Rich Dusky


Together, the name and logo help unify the assortment under a brand that feels both playful and purposeful. It’s the imaginative discovery of animals and their habitats through joyful, nature-based experiences.


“We want to connect families through those nature experiences — whether it’s a trip to a zoo, a national park or beyond,” Dusky says. “We want our products to be an experience to that child, that mother, that family, and for Zoologee to build a relationship with those consumers.”



Designed with purpose and creativity. Zoologee continues to build on what has driven its success: strong, consistent product development led by JoRoy Lizewski. With hundreds of new items introduced each year, the company balances speed to market with a clear creative direction. “Build the line. Build a vision, and customers will buy into that vision,” Dusky says.


The rebrand brings that vision into sharper focus —creating a more cohesive collection that appeals across a wide range of customers, from children to gift-givers looking for something meaningful and memorable.



Where wonder comes to life. While the name has changed, the foundation remains rooted in the same entrepreneurial spirit established by its founders — one centered on creativity, accessibility and a deep appreciation for animal-inspired design.


Looking ahead, Zoologee represents the next chapter: a brand built not just around plush, but with other products and around the experiences and emotions those products inspire.


Zoologee is where wonders await. For retailers, it’s an opportunity to offer a collection that goes beyond product — bringing storytelling, imagination and a sense of discovery into every assortment.



Contact us today! 888.867.4059. |. zoologee.com