Viagen, now owned by Colossal, is known for cloning pets for high-profile clients, including Barbra Streisand and Paris Hilton. The company operates under technology licenses from the Roslin Institute in Edinburgh, which created the famous Dolly the Sheep in 1996. After being founded in 2021, Colossal has gained global attention for its ambitious "de-extinction" research projects, including attempts to revive species such as the woolly mammoth and the dodo. The company recently claimed to have cloned three dire wolf pups. Financial details of Colossal’s acquisition of Viagen have not been disclosed, but reports suggest Viagen’s dog cloning services are typically priced between $50,000 and $85,000.
Cloning pets has been a controversial topic in popular culture, often featuring in discussions about the ethics of recreating animals. Brady, now a broadcaster for Fox Sports, a seven-time Super Bowl winner, and minority owner of Championship club Birmingham, said he doesn’t see Junie as a scientific experiment but simply as "part of our family".