New York-based Crystal City Entertainment has reportedly acquired the rights to adapt the Chia Pet brand as either an animated feature or series. 

The nearly 50-year-old novelty figurine that grows a plant when watered launched in 1977 and became hugely popular in the ’80s. And at the height of its popularity, Chia Pet’s TV commercials and distinctive “Ch-ch-ch-Chia” jingle were world-renowned. (It was also famously parodied on Saturday Night Live in 1990). 

In the years since, the brand has stayed relevant with kids and families through licensing deals featuring IPs like Wednesday, Shrek, Stranger Things and The Smurfs. More than 25 million “pets” have been sold to date, according to the brand’s website and owner Ad Populum, which also has Rubies and Party City in its asset portfolio. 

Wednesday Addams Chia Pet inspired by the Wednesday series. Chia Pet has also products featuring Indiana Jones, Oscar the Grouch and Ice Spice.

This is an interesting deal for Crystal City, a lesser-known independent investment, development and production company that financed/produced live-action films The Butler and Everything Must Go. The studio is pretty much unknown in the kids industry, but one of its producers—Ari Pinchot—is behind a revival of ’90s kids video game franchise Backyard Sports that was announced in August.

The Bob Ross Chia Pet is pictured at top. Images courtesy of Chia Pet.