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Deets: This one's for the cat people! Petlibro, North America's #1 brand in smart pet feeding and watering supplies¹, is lighting up the holiday season to highlight their latest feline innovation - the Luma Smart Litter Box. Unveiling in the home of the most iconic tree lighting, New York City, Petlibro introduces 'Lit By Sh*t' - a playful twist on the holiday tree lighting tradition - all in an effort to spotlight cat health.

No string lights or tinsel needed, this 73-foot-tall digital tree projection is powered by cat poop beginning Wednesday, December 10th. When real cats use their Luma Smart Litter Box, an ornament lights up on the larger-than-life illumination. The experience mirrors the AI-powered information the Luma Smart Litter Box provides cat parents each time their pet visits the Luma. Because pet parents and Petlibro know, the best data about your cat's well-being is in their dumps.

While Lit By Sh*t is meant to bring cheeky cheer to the holidays, Petlibro's mission to foster better cat care is the real reason to be joyful this season. The brand has designated EveryCat Health Foundation, the world's only nonprofit focused solely on feline health internationally, as the beneficiary of this campaign to fundraise for groundbreaking cat health research with an initial donation from Petlibro of $22,222. Inspired by their mission? Head to petlibro.com/donationdump December 10th - 16th to make a contribution to EveryCat Health Foundation of $22, $222, or any other amount. Because after all, the magic lies in the number two.

The Lit By Sh*t tree will light up every evening (if nature calls) from Wednesday, December 10th, through Tuesday, December 16th, at 6th Avenue and Waverly Place near Washington Square Park.

In the holiday spirit, dogs and their parents are welcome too.

Hint for the Average Socialite: This event is free and open to the public.

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