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Minnesota company wants to bring out the 'Hero' in rescue dogs

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Between 2 and 3 million dogs don't make it out of animal shelters each year, and a Minnesota company says it's trying to change that.

Minnetonka-based Hero is raising money to launch a line of pet products meant to raise awareness and funds for rescue and shelter dogs. The company wants to change the perception of rescue dogs by giving them a brand and a name they deserve, New Canaan News says.

The company sells brightly colored leashes and collars with "Hero Dog" written on them to grab people's attention – and hopefully spark a conversation. The company's thought is: Buy a collar or a leash and have your dog wear it. Then, when someone asks what a Hero dog is, tell them the story of your rescue dog and how it changed your life, according to Hero's website.

“I work with these amazing dogs every week in shelters, and I see the love and compassion they have for people, even after a lot of them have been given up on,” Amber Rhodes, co-founder and creator of Hero, told the Sun Sailor. “We hope people will celebrate their strength and resilience and realize how special these dogs are – and ultimately encourage more people to adopt.”

Sixty percent of dogs that enter shelters are euthanized, according to the ASPCA. The organization says of the 5-7 million animals that enter shelters each year, as many as 3-4 million are euthanized.

Don't have a dog? Rhodes also wrote a children's book, "The Hero Mutts with Wiggle Butts."

"Getting kids involved with helping animals is something that is very important to me, and even more important for the animals," Rhodes told New Canaan News. "Children need to know that adopting from a shelter is better than getting a puppy at a pet store. We want kids to be a Hero for animals."

Hero will donate 10 percent of every sale to rescue dog causes.

Hero launched its brand through the crowdfunding website IndieGoGo on Feb. 22, with an event at Bubbly Paws in St. Louis Park, according to Lake Minnetonka Magazine. Hero is just shy of its $10,000 fundraising goal, which ends on April 4. The fundraising will help the company order its first production run of Hero products.

HERO - The Rescue Dog Brand from Modern Life Photo on Vimeo.

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