'Crazy Dog' Bobama Launches Product Frenzy

April 24, 2009 | By Robin Wallace

First Lady Michelle Obama walks with Bo and daughter, Malia, across the White House lawn on Tuesday, April 14. (Photos Courtesy of the White House, Ty and Mascot Books, respectively)

'Crazy Dog' Bobama Launches Product Frenzy: Ten days after making a public debut, Bo has become a superstar with books and toys featuring him. Yet, the energetic pooch is bringing a bit of puppy delight to the White House as told by the First Lady, yesterday.

NEW YORK -- Crowded into the White House's East Room, an eager gaggle of inquiring minds waited for the First Lady Michelle Obama to make her entrance Thursday morning.

Then Mrs. Obama, kicking the standard script to the curb, asked about their White House experiences so far. That's when one piped up to let Mrs. Obama know they had questions.

And that they did. After a couple minutes of remarks on public service and doing "your best in all that you do," the First Lady navigated the field of nearly 160 questioners.

While this was not the normal pool of White House reporters, the litany of questions came from school children and gave no hedge room for the First Lady in the realm of the First Puppy Bo.

As part of the annual Take Your Child to Work Day, the children of White House staffers plausibly made the flanking journalists in the room rather proud.

The youngsters drew out tidbits of information the most skilled and seasoned in the industry haven't yet been able to do -- which was to learn the inner details of what life is really like in the White House, now made complete with Bo.

Identified by the First Lady as "that young man right there in the nice striped tie," one student asked, "Well, what does your dog like to do?"

"Oh, he is a crazy dog," she replied, jokingly. "He -- you know, he loves to chew on people's feet."

The First Lady then went on to divulge one of the first anecdotes on Bo, who only took up residence at 1600 Pennsylvania Ave. on Tuesday, April 14.

"It was like 10 p.m. at night, everybody was asleep and we hear all this barking and jumping around, and the President and I came out and we thought somebody was out there. And it was just Bo."

The surprised First Couple found Bo romping about with his ball.

"He's kind of crazy. But he's still a puppy, so he likes to play a lot," the Mrs. Obama said of the Wednesday evening incident.

A following question about the First Lady's free time revealed, as expected, she does not have much free time, yet alluded to the fact that it is now partially spent taking care of Bo.

"So I'm doing a lot of dog walking and dog training," said the First Lady, who was recently spotted by a waiting press pool as she returned from a walk with Bo.

While Mrs. Obama explained that she does the same things that most moms do, such as going to her kids' soccer games, or watching movies, she also has Admiral Steve Rochon to help lend an extra hand, if needed, with Bo.

"What would happen if Bo were to run away," said 9-year-old Brian, who identified himself when asking the question.

"I would be very sad, first of all. But -- oh, that reminds me we have to make sure his tags are on," the First Lady said. "He has tags, and hopefully someone would find him and bring him back."

Still, she explained the likelihood of Bo getting out to be slim, as the South Lawn is "a very gated area."

"But I think everyone at the White House would probably help go out and find him, and we'd probably ask you guys to help look for him and call him and make sure you brought him back," she said of the what-if scenario.

"That's why we're working on training him, so that he doesn't run away and he listens when we call him. And so far he's doing OK, so we hope we don't have that problem."

Before arriving at the White House shortly after the Easter holiday, Bo lived with Dawn Sylvia-Stasiewicz for about 45 days. In Fauquier County, Va., Bo went through various stages of training with Sylvia-Stasiewicz, owner of Merit Puppy Training.

Having also trained the three Portuguese Water Dogs of Sen. Edward M. Kennedy, D-Mass, and his wife, Victoria, she will continue to work with Bo and the First Family "to get through this teenage hood, which is going to mean ongoing training."

While Bo learns the ropes of White House etiquette and the First Family become expert dog owners, the market is already booming with Bo-inspired products.

Just two days after Bo's public debut, Ty announced the likeness of the First Dog as its newest addition to Beanie Babies.

The plush toy maker released "Bo the Beanie Baby" in select locations on Wednesday, April 16, and sold out within hours. At the time of Ty's released announcement, the company claimed the $4.99 collectible was already being auctioned on eBay for $100.

As of press time, though, that figure had climbed to more than $2,000 for the complete trio of Bo and the ill-fated "Sweet Sasha" and "Marvelous Malia" Beanie Baby dolls, which were part of the TyGirlz Collection, including Jammin' Jenna, Happy Hillary, Precious Paris and Bubbly Britney.

Ty pulled the First Daughter-inspired dolls off the market in January after the First Lady prompted the company to reconsider the release.

"We feel it is inappropriate to use young private citizens for marketing purposes," said Obama's press secretary, Katie McCormick Lelyveld, in a previously released statement.

In addition to Bo the Beanie Baby, "Bo, America's Commander in Leash" is about to be released by Mascot Books. The $14.95 book details the adventures of the First Dog as he learns about the traditions of the White House, according to the publisher, while also starting new ones with the First Family.

But Mascot Books won't be the last to release a Bo-centric children's book. According to Bob Staake, who did the April 27, 2009 cover illustration of Bo on the White House lawn for The New Yorker, he has written his own book. Now he awaits a publisher.

Companies, like Jeep Pet Products, with full-lines of dog products are also seizing the opportunity of the Bo-frenzy.

The company's full-line of travel gear is now being marketed in its press releases as "the perfect presidential pup package."

For clarification, the company spokeswoman wrote in an e-mail: "The Jeep Pet Products are not designed for or inspired by Bo, just that we think it is the perfect full line of travel gear, etc., for the presidential pup."

While President Barack Obama is on an ambitious campaign in his First 100 Days, Bo in just his first 10 days, has unleashed a product and marketing sector which could have as much of a lasting impact in the pet world as the President's initiatives on the global community.

In the meantime, more than 100 children have had their "dogged" questions answered, while also gaining a bit of insight into White House life for the rest of us.

Robin Wallace is the Zootoo Pet News editor. To reach her, e-mail rwallace@zootoo.com.