I knew it...Sales...what a hoot!
 
Here are a couple of websites to start him off...I wouldn't wait to long in at least applying and he needs to come up with a very creative name..that is fun something like Puppy Bullseye...but he also needs to have it help with potty training with the game he has invented.. 
One of my jobs when I worked for Chevrolet Motor Divsion was to protect the trademark of the Chevy Red Bowtie in the raceshop.  I also did the marketing for our Indy Car racing program along with truck racing and camero racing.  So much to do but protecting his idea is the 1st thing...  
United States Patent and Trademark Office  Trademark your business name and logo in minutes. 
I can't wait to see what he does...I also think he could do tie dyed ones, along with pink ruffels on a little girl pad...you get my idea... 
Is he in the office YET..haha