'Dog Whisperer' a magnate for success

The growing empire known as Cesar Millan Inc. embodies much more than the “Dog Whisperer” TV series. Here are some of CMI’s key ventures:

TV/DVD: Now filming its fifth season, “Dog Whisperer With Cesar Millan,” twice nominated for outstanding reality program Emmys, is one of National Geographic Channel’s top-rated series and airs in more than 50 countries through syndication by Rive Gauche Intl. Television. Complete DVD box sets for the first three seasons are available.

Pet-care products: The new “Dog Whisperer by Cesar Millan” line was launched exclusively at Petco stores in July, with products ranging from eco-friendly shampoos to breath-freshening water and organic food. “We wanted to feed our dogs what we would feed ourselves,” explains Ilusion Millan, Cesar’s wife and CMI president. “If I eat it, then my dog can eat it.”

Books: Millan’s first two books, “Cesar’s Way” and “Be the Pack Leader,” both made it to the New York Times bestseller list and use his personal experiences to articulate his formula of dog psychology. In his upcoming third book, “A Member of the Family,” Millan discusses tips for your dog’s entire lifespan. The book also includes chapters from Ilusion and sons Andre, 14, and Calvin, 9. “We have lots of dogs in our household, and it gives our sons a sense of confidence,” Ilusion says. “But at the same time we would never put our children in danger.”

Online courses: In July, the company began offering subscription educational sessions through its CesarMillanInc.com website to give “Dog Whisperer” viewers in-depth instruction on assessing and reacting to their pets’ behavior. “We try to not humanize (the dogs),” Ilusion says. “We educate our viewers on dog behavior and what happens when they lose their balance in nature.”

Training DVDs: The “Mastering Leadership Series” covers the basics of dog behavior, including how to select a new dog for your household.

Videogame: “Cesar Millan’s Dog Whisperer,” which will be available in October on Nintendo DS and PC platforms, puts players (teen and older) in scenarios where they act as the dog trainer and decide how to deal with the individual cases.

The Illusion Collar: Designed by Ilusion to help women have more control when walking their dogs, this specialty collar goes around the most sensitive part of the animal’s neck so women have more control without as much force.

Philanthropy: The Cesar and Ilusion Millan Foundation, founded Valentine’s Day last year, primarily assists U.S. shelters and rescue groups in the rehabilitation and placement of abused and abandoned dogs. The foundation’s website,

MillanFoundation.org, also promotes its “Spay & Neuter Is Nothing to ‘Whisper’ About” campaign.

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