Rescue Retriever has unveiled FireTag at CES 2026, a smart collar attachment designed to help first responders locate pets during house fires. The device addresses a critical challenge in emergency rescue operations when animals instinctively hide during dangerous situations, making them nearly impossible to find in smoke-filled environments.
How FireTag Transforms Pet Emergency Rescue
FireTag operates as a wireless collar attachment that pairs with Rescue Retriever’s Gen 2 smoke detector. When smoke is detected, the system instantly activates a high-intensity strobe light on the pet’s collar, creating a visual beacon that cuts through dense smoke and darkness. This straightforward solution gives firefighters the ability to quickly locate pets even in zero-visibility conditions, potentially saving precious minutes during rescue operations.
The device is engineered for real-world emergency conditions with several practical features. It activates wirelessly and automatically, features a multi-angle strobe visible through thick smoke, and maintains a lightweight design compatible with most standard collars. Rescue Retriever has prioritized durability, making FireTag chew-resistant, waterproof, and impact-rated for daily wear. Perhaps most importantly for reliability, the device requires no apps, WiFi connectivity, or ongoing charging—eliminating potential points of failure when every second counts.
Born from Firefighting Experience
The development of FireTag stems from genuine firefighting expertise. CEO and Co-Founder Rusty Tussing, who spent over 20 years fighting house fires, identified this critical need through firsthand experience. “We created FireTag to make pets findable in the hardest moments, when seconds matter and visibility is zero,” Tussing explained. This real-world perspective has shaped both the product’s design and its practical functionality.
FireTag launches alongside Rescue Retriever’s updated Gen 2 Smoke Detector, which features enhanced optical sensors, improved strobe power, and better wireless communication specifically engineered for firefighting environments. The pairing of these two devices creates a comprehensive pet safety system that addresses the unique challenges of emergency pet rescue.
Building a Complete Pet Safety Ecosystem
Beyond FireTag, Rescue Retriever is developing a broader pet safety and wellness platform. The company has introduced several complementary products, including the Chew Paw Enrichment Toy—a durable, antibacterial chew toy designed for dental health and anxiety reduction—and Smokey Bites Treats, protein snacks formulated to support calmness and recovery. They’ve also developed a Reflective Safety Sticker System that alerts firefighters to the presence of pets inside homes during emergencies.
Co-Founder Ryan Tussing emphasized the company’s holistic approach: “FireTag is the centerpiece of our technology roadmap, but safety is holistic. From emergency devices to everyday wellness products, our goal is to give pet owners complete peace of mind.”
Availability and Features
FireTag will begin shipping in Q1 2026, with preorder information available through Rescue Retriever’s website. The device includes an optional GPS slot compatible with AirTag and Android trackers, adding another layer of pet location capability for everyday use beyond emergency situations.
For pet owners concerned about their animals during emergencies, FireTag represents a practical solution developed by professionals who understand the realities of rescue operations. While no one wants to imagine their home catching fire, having technology specifically designed by firefighters to save pets provides genuine peace of mind—and potentially life-saving capability when it matters most.
The FireTag system demonstrates how targeted innovation can address specific real-world problems, turning professional expertise into accessible consumer technology that could make the difference between tragedy and reunion during the most critical moments.
