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THE PRICE OF FAME

© Marilyn Koyanagi

Until recently the Dalmatian was a relatively uncommon breed. Though he was often used as a mascot for firehouses and may be fondly remembered by many baby boomers as Sparky the Fire Dog, he was not often seen as a family pet.



In 1996 all of that changed with the re-release of the Disney cartoon classic 101 Dalmatians and its re-make as a new live action feature film starring Glenn Close as the evil Cruella DeVil. The marketing of the cartoon's new availability on video plus the tremendous promotional campaign of the new film thrust the Dalmatian into the spotlight. The result was instant "Dal-mania" with seemingly everyone capitalizing on the breed's new found fame.


Advertisers used the Dal to promote endless products from fashions to automobiles. Manufacturers used the breed's likeness on everything from apparel and household items to toys and sporting goods. Retailers had a heyday as stores were filled to overflowing with Dal merchandise.

Pet stores stocked up on Christmas puppies to meet the demands of children who longed for one of the darling spotted babies and the adults who were only too happy to indulge them.



Before long Dalmatians could be seen everywhere but what the public did not see were the huge numbers of dogs abandoned when the novelty wore off, when puppies outgrew their cuteness and did not live up to Disney's 'happily ever after' image. When the demands of owning a real live, full grown Dal became a reality, a large majority of new owners simply discarded them, leaving shelters and animal rescue groups to deal with the problem.

It is estimated that the aftermath of 101 Dalmatians saw thousands of Dalmatians surrendered to shelters, pounds and rescue organizations. Countless numbers were euthanized. Freeway was one of the lucky ones. Found on a highway in Missouri, he was tired, hungry, thin and flea-bitten. Despite ads, his owners have not come forward but thanks to Spotsavers, he will have a home.


Now, just as Dalmatian rescue organizations worldwide are beginning to see the light of day, another disaster looms on the horizon. Coinciding with American Thanksgiving and the beginning of the Christmas season is the scheduled release of Disney's new film, 102 Dalmatians. The marketing campaign is well underway and many events are planned to promote the movie's opening. Some include the use of live puppies which are guaranteed to steal the hearts of all those who see them.

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