Pedigree launches initiative for those to foster dogs in Metaverse


Fosterverse program supports company’s mission to eliminate pet homelessness, this time through the virtual world

The Pedigree brand, part of the Mars family of brands, has unveiled the Fosterverse program, a first-of-its-kind initiative allowing people to foster real-life rescue dogs virtually in the Metaverse.

Photo courtesy of Pedigree.

Photo courtesy of Pedigree.

"As the first brand to bring adoptable dogs to the Metaverse, we are proud to be at the forefront of this new virtual reality, supporting our ambition to end pet homelessness," shared Jean-Paul Jansen, vice president of marketing for Mars Petcare North America, in a company release.1 "Both the Pedigree brand and Pedigree Foundation have long histories of supporting animal shelters and promoting dog adoption, and this program enables people to support deserving dogs in a new way through virtual fostering."

There are many obstacles that can prevent people from fostering in real life. That’s where the Metaverse comes in to provide fostering opportunities to those who own Decentraland property, which is a 3D virtual world with digital real estate. To take part, landowners upload 3D avatars based on real-life dogs currently listed on Adopt a Pet2 onto their Decentraland property. Metaverse users can access the Fosterverse program at

Users can engage with the dogs they meet in Decentraland, learning about their backgrounds and adoption status plus how they can support dogs in need nationwide. If users do not own property in Decentraland, they can still select to adopt a dog they meet virtually in the Fosterverse through Adopt a Pet2 or donate to Pedigree Foundation.

Fostering dogs is a proven way to help pets find new homes, as there is a spike in animals staying in shelters (with only about 53% getting adopted) due to the repercussions of the pandemic, according to Shelters Animals Count.3

What’s more, the Pedigree brand will match up to $100,000 in donations to support Pedigree Foundation through its annual grant program, particularly helping to fund foster programming grants for shelters and rescues throughout the US. Dog lovers engaging in the campaign can earn custom Fosterverse wearables to show off in Decentraland.


  1. The Pedigree brand launches the Fosterverse Program, calling on users to foster dogs virtually and combat pet homelessness. News release. Pedigree. January 24, 2023. Accessed January 24, 2023.
  2. Adopt the perfect pet. Adopt a Pet. Accessed January 24, 2023.
  3. Intake and outcome data comparison for Q3 2022. Shelter Animals Count. October 27, 2022. Accessed January 24, 2023.
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