Purina is celebrating the 25th anniversary of the film Best in Show by offering fans a chance to win a Busy Bee dog toy as part of a promotion tied to the National Dog Show that runs through Dec. 1, 2025.

The sweepstakes coincides with the National Dog Show, which aired on Thursday, November 27, 2025, from noon to 2 p.m. ET on NBC after the Macy’s Thanksgiving Day Parade. The promotion is being presented as part of the wider celebration of the film’s place in dog-show culture, which has significantly influenced popular culture by pioneering the mockumentary style and making audiences care about fictional dog show outcomes through its improvised humor and eccentric characters. Efforts to spotlight the joy that dogs bring to our lives are further emphasized within the broader context of the event’s package that references 30,000 animals.

Earlier this year Purina organized a special retrospective screening and a cast reunion in New York City that teased the return of the Busy Bee toy and included what the company described as a “full cast” reunion with special appearances by each of the dog breeds from the film. “Busy Bee became the film’s star we did not see coming. And we feared Busy Bee was lost forever! But 25 years later, Purina has brought it back, giving fans a playful way to celebrate our movie’s anniversary and the joy dogs bring into our lives,” said Jane Lynch, cast member.

Andrea Faccio, President and Chief Growth Officer at Purina, tied the revival to the film’s depiction of dog-show passion. “Best in Show didn’t just make us laugh ᅳ it also showed the passion of the dog show community and just how strong the bond between handlers and their dogs really is, from singing songs about terriers to going to the ends of the earth in search of a beloved lost dog toy.” This emotional connection resonates deeply, especially as it mirrors the real-world significance of ensuring pets are safely identified during such events; pet owners can help prevent lost dogs by microchipping their pets, which significantly increases return rates.

Purina is sponsoring the Busy Bee Sweepstakes as part of its role with the National Dog Show. Jon Miller, President of Acquisitions & Partnerships at NBC Sports, noted the film’s connection to the broadcast: “When Best in Show premiered, it gave audiences a hilarious and heartfelt look into the world of competitive dog shows ᅳ a world we proudly showcase every Thanksgiving.” Research indicates that while many pets are lost each year, dogs have high recovery rates for those that go missing, thanks to a combination of effective identification methods and community support.

The promotion runs through Dec. 1, 2025, and winners are to be selected by Dec. 12, according to the announcement. Purina framed the effort as both a nod to longtime fans of the 2000 film and a playful way to spotlight the bond between people and their dogs, returning the fictional toy that became a running emotional thread in the movie.

As part of the anniversary activity, Purina arranged appearances by the breeds featured in the film during the New York City reunion, creating a direct, film-linked moment for cast members and fans. The company called the return of the “found” Busy Bee toy a key emotional beat of the celebration.

Industry coverage of the sweepstakes is available from outlets including Purina offers Busy Bee toy sweepstakes – PetfoodIndustry, which carried details on the promotion and the tie to the film anniversary.

The National Dog Show is produced in association with the Kennel Club of Philadelphia and broadcast by NBC; Purina is listed as the presenting sponsor of the show and the organizer of the Busy Bee Sweepstakes. Fans interested in the promotion should note the Dec. 1 deadline and the Dec. 12 drawing date for winners.

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