Kia has announced that 22,422 shelter animals have been placed in their forever homes thanks to the brand’s year-long partnership with The Petfinder Foundation.

Launched in February 2022 as part of Kia’s Super Bowl ad starring “Robo Dog,” Kia’s $500,000 donation helped cover adoption costs.


Kia developed a series of NFTs based on “Robo Dog”, the robot puppy. In addition to making 10,000 NFTs available for free, Kia also released an additional 10,000 generative NFTs. These unique designs were available for purchase with 90-percent of all primary sales proceeds benefiting The Petfinder Foundation to help animals in need find their forever homes.

Additionally a 10 percent royalty was written into the smart contract on the blockchain, so whenever a Robo Dog NFT across the series was resold on a participating secondary market, The Petfinder Foundation once again benefitted. Sales of Kia’s NFTs amounted to an additional $100,000 donation for The Petfinder Foundation.

“Kia is dedicated to giving back and helping more than 22,000 shelter animals find new homes is proof that initiatives like this work and improve local communities, in this instance by easing the burden of overcrowding on local animal shelters nationwide,” said Russell Wager, vice president, marketing, Kia America.