Cepia encourages collecting of ZhuZhu Pets. Exclusive pets have been released in collaboration with Hallmark, Build-A-Bear Workshop, and Toys "R" Us. In early 2010 a set of new characters was released, including the Rockstar pets (Roxie, Ryder, Pax, and Kingston), inspired by the children of celebrities such as Angelina Jolie and Gwen Stefani. In mid-2010 the Kung Zhu line of battling hamsters was released, aimed at boys age 8–12. In December 2010 the ZhuZhu Princess series was released, as was a line of sixteen Burger King toys. Also released in 2010 were the first edition of ZhuZhu Babies, which are not electronic or plush, but plastic toys articulated with a small ball under their belly. The second 2011 edition of ZhuZhu Babies included motors. A clone of Zhu Zhu Pets emerged during 2010 called Furry Frenzies, which featured other animals. This inspired Zhu Zhu Pets to release non-hamster spinoff lines starting in 2011 when several dog breeds of Zhu Zhu Puppies were introduced. They are plush robotic puppies that move around and bark. In 2012, a safari line called Zhufari, a line of ponies called Zhu Zhu Ponies, and four Happy meal toys were released that were based off Quest for Zhu that were only sold in some countries excluding The U. S. The franchise was quietly discontinued sometime in 2013.
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