The convention-exclusive experience kicks off at Anime NYC on August 20, featuring appearances by prominent cat-focused creators Nathan Kehn and Gasper D'Anna. Following the debut, the hobby shop will travel to Rose City Comic Con in Portland on September 11 and FanX in Salt Lake City on September 24.

Visitors to the booth can upload photos of their own pets to generate custom trading cards and receive blind boxes containing Friskies samples. The brand is also running a sweepstakes for a grand prize package that includes a 3D-printed figurine, a hand-illustrated poster, and a retro-style lunchbox featuring the winner's cat. Jason Dolan, Brand Director at Friskies, noted that the initiative plays on the common sentiment among owners that their pets are the central characters of their lives. The project serves as an expansion of the brand's broader effort to celebrate the playful, often unpredictable nature of cat ownership.