[8] Cepia soon signed a distribution deal with Character Options to release the product (under the Go Go Pets name) in the United Kingdom for the 2009 Christmas season.

[4][5] In December 2009, testing done by the consumer organisation GoodGuide was initially thought to have found more than the allowed level of the toxic, silvery metalloid antimony in the Mr. Squiggles toy.

In early 2010 a set of new characters was released, including the Rockstar pets (Roxie, Ryder, Pax, and Kingston), inspired by the children of celebrities such as Angelina Jolie and Gwen Stefani.

[15] The range expanded in 2010 with new sub-themes, starting with ZhuZhu Babies, which were not electronic or plush, but plastic toys articulated with a small ball under their belly.

Summer 2010 saw the launch of Kung Zhu, aimed at a male audience age 8–12 and focused on battling hamsters.

In December 2010, the ZhuZhu Princess series was released, as was a line of sixteen Burger King toys.

To promote Quest for Zhu, four Happy Meal toys were released at McDonald's restaurants outside the United States.

[18] In December 2009, Activision and GameMill Publishing signed an agreement with Cepia to release ZhuZhu Pets video games.

In August 2010, Activision and GameMill Entertainment signed an agreement to release a Kung Zhu title for the Nintendo DS.

[24] Cepia LLC created The Dream Garden Company for 4 films[25] with distribution by Universal Pictures.