HERO, a new Minnetonka-based pet product company is launching a line of “HERO” products to raise awareness, money and hope for rescue dogs.  The company, which will donate a percentage of profits to rescue dog causes, is launching the brand through a crowdfunding IndieGoGo campaign that kicks off February 22 at Bubbly Paws at Excelsior and Grand.

HERO was created to be a catalyst of change for rescue dogs, re-naming them “HEROES” and drawing attention to the cause through a line of brightly colored, high-style, branded collars and leashes. In addition, the company, started by a local couple, has developed a companion children’s book The Hero Mutts with Wiggle Butts that comes complete with a HERO cape.