Chia Pets are American styled terracotta figurines[1] used to sprout chia,[2] where the chia sprouts grow within a couple of weeks[3] to resemble the animal’s fur or hair.[4] Moistened seeds of chia (Salvia hispanica)[2] are applied to the grooved terra cotta figurine body.
Marketed by Joe Pedott[3] and produced by San Francisco, California-based company Joseph Enterprises Inc.,[5] the first Chia Pet, Chia Guy, was created on September 8, 1977.[1] A trademark registration was filed on Monday, October 17, 1977.[6] Pedott first learned about Chia Pets when he attended a housewares show in Chicago in 1977.[3] Chia Pets achieved popularity in the 1980s following the 1982 release of a ram, the first widely marketed Chia Pet.[1] The catchphrase sung in the TV commercial as the plant grows in time lapse is “Ch-ch-ch-chia!”. This catchphrase originated at an agency brainstorming meeting, where one of the individuals present pretended to stutter the product name.[3] As of 2007, approximately 500,000 Chia Pets were sold annually,[3] and they are sold only during the holiday season.[2] Originally made in Mexico, Chia Pets are now produced in China.[3]
A range of generic animals has been produced, including a turtle,[7] pig, puppy, kitten,[5] frog, and hippopotamus. Cartoon characters have also been licensed, including Garfield, Scooby-Doo, Looney Tunes, Shrek, The Simpsons, and SpongeBob.[5] Additionally, there are Chia Pets depicting real people, including Barack Obama and Bob Ross.[5]
Joseph Enterprises sells replacement seeds for Chia products and also sells chia seeds in bulk as a nutritional supplement.[8]