Another toy company plays pet product game.

When plush toy manufacturer Aurora odd Inc. refers to animals, it's usually of the stuffed variety, but now the company is getting involved with the living kind.

Pico Rivera-based Aurora is rolling out a line of pet products, including beds, carriers and clothes for dogs and cats. The items are expected to hit the shelves next month at major pet and gift retailers.

"The pet business is a fast-growing market segment we want to take advantage of," Paul Roche, a senior vice president at the company, said in a statement.

Aurora is the latest of several local companies lining up to cater to four-legged customers. Malibu-based Jakks Pacific Inc. acquired the Pet Pal product line to make its push into the furry arena.

Expanding into pet products, an industry which accounted for an estimated $35 billion last year, enables companies to move into stores that may not carry their core merchandise. Aurora already distributes its 3,000 plush items to about 25.000 retailers around the world, including Mervyn's LLC and Hallmark Cards Inc.

Aurora isn't entering the pet business blindly. It tested consumer interest in pet products last year by introducing its Fancy Pals line of toy carriers for children and young teenagers, hoping to cash in on the Paris Hilton-driven celebrity trend of toting small dogs.

Aurora believes it can lure pet products consumers unfamiliar with their fines with attractive prices. The items, which typically come in leopard, Dalmatian or pink heart prints, range in cost from $9.99 for clothes to $44.99 for a pet carrier.

At the same time, Aurora is hoping to make a big splash with "Pink Panther" toys. The company has the license to make toys related to the Steve Martin film, which opens Feb. 10. Among the items will be stick-on car window toys, similar to the "Garfield' figures.

Staff reporter Rachel Brown can be reached at [phone], ext. 224, or by e-mail at [e-mail].