Tinybeans Group Limited announced the contract extension of its "Pet Family" partnership with Hill's Pet Nutrition Inc. (a subsidiary of Colgate-Palmolive) through the end of 2021. Highlights: Hill's Pet Nutrition has signed a new USD 250,000 agreement extending its successful partnership with Tinybeans through the end of 2021. The Hill's Pet partnership includes exclusive sponsorship of Tinybeans' Add-A-Pet feature set, along with other media elements, including a content microsite and advertising. In the first two months of the Add-a-Pet launch, feature adoption occurred at nearly 3x expected levels, driven by existing users registering their pets, as well as new users adding their pets upon registration. Among the new families signing up on the Tinybeans platform, one in four are creating Pet Profiles. Parents have accelerated their use of Tinybeans to capture their family's memories, inclusive of their pets, creating deeper engagement with the platform for both existing families and new pet-only families. The Add-a-Pet feature also extends user engagement and lifetime value of the customer. Tinybeans expects to recognize revenue from the extension in fiscal Q2-FY22.