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CONSOLIDATED STATEMENTS OF COMPREHENSIVE INCOME (USD $) In Thousands, except Per Share data, unless otherwise specified | 12 Months Ended
--- | ---
Mar. 31, 2015 | Mar. 31, 2014 | Mar. 31, 2013
Income Statement [Abstract] |  |  |
Sales | $ 229,395 us-gaap_SalesRevenueGoodsNet | $ 233,391 us-gaap_SalesRevenueGoodsNet | $ 227,829 us-gaap_SalesRevenueGoodsNet
Cost of sales | 153,125 us-gaap_CostOfGoodsSold | 155,774 us-gaap_CostOfGoodsSold | 150,708 us-gaap_CostOfGoodsSold
Gross profit | 76,270 us-gaap_GrossProfit | 77,617 us-gaap_GrossProfit | 77,121 us-gaap_GrossProfit
Operating expenses: |  |  |
General and administrative | 21,101 us-gaap_GeneralAndAdministrativeExpense | 21,352 us-gaap_GeneralAndAdministrativeExpense | 21,592 us-gaap_GeneralAndAdministrativeExpense
Advertising | 25,182 us-gaap_AdvertisingExpense | 27,180 us-gaap_AdvertisingExpense | 27,433 us-gaap_AdvertisingExpense
Discontinued project costs | 1,714 pets_DiscontinuedProjectCharge |  |
Depreciation | 660 us-gaap_Depreciation | 867 us-gaap_Depreciation | 1,091 us-gaap_Depreciation
Total operating expenses | 48,657 us-gaap_OperatingExpenses | 49,399 us-gaap_OperatingExpenses | 50,116 us-gaap_OperatingExpenses
Income from operations | 27,613 us-gaap_OperatingIncomeLoss | 28,218 us-gaap_OperatingIncomeLoss | 27,005 us-gaap_OperatingIncomeLoss
Other income (expense): |  |  |
Interest income, net | 184 us-gaap_InvestmentIncomeInterest | 185 us-gaap_InvestmentIncomeInterest | 306 us-gaap_InvestmentIncomeInterest
Other, net | 1 us-gaap_OtherNonoperatingIncomeExpense | (4)us-gaap_OtherNonoperatingIncomeExpense | (5)us-gaap_OtherNonoperatingIncomeExpense
Total other income | 185 us-gaap_NonoperatingIncomeExpense | 181 us-gaap_NonoperatingIncomeExpense | 301 us-gaap_NonoperatingIncomeExpense
Income before provision for income taxes | 27,798 us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesExtraordinaryItemsNoncontrollingInterest | 28,399 us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesExtraordinaryItemsNoncontrollingInterest | 27,306 us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesExtraordinaryItemsNoncontrollingInterest
Provision for income taxes | 10,345 us-gaap_IncomeTaxExpenseBenefit | 10,427 us-gaap_IncomeTaxExpenseBenefit | 10,141 us-gaap_IncomeTaxExpenseBenefit
Net income | 17,453 us-gaap_NetIncomeLoss | 17,972 us-gaap_NetIncomeLoss | 17,165 us-gaap_NetIncomeLoss
Net change in unrealized loss on short term investments | (17)us-gaap_OtherComprehensiveIncomeUnrealizedHoldingGainLossOnSecuritiesArisingDuringPeriodNetOfTax | (35)us-gaap_OtherComprehensiveIncomeUnrealizedHoldingGainLossOnSecuritiesArisingDuringPeriodNetOfTax | (46)us-gaap_OtherComprehensiveIncomeUnrealizedHoldingGainLossOnSecuritiesArisingDuringPeriodNetOfTax
Comprehensive income | $ 17,436 us-gaap_ComprehensiveIncomeNetOfTax | $ 17,937 us-gaap_ComprehensiveIncomeNetOfTax | $ 17,119 us-gaap_ComprehensiveIncomeNetOfTax
Net income per common share: |  |  |
Basic (in dollars per share) | $ 0.87 us-gaap_EarningsPerShareBasic | $ 0.90 us-gaap_EarningsPerShareBasic | $ 0.86 us-gaap_EarningsPerShareBasic
Diluted (in dollars per share) | $ 0.87 us-gaap_EarningsPerShareDiluted | $ 0.90 us-gaap_EarningsPerShareDiluted | $ 0.86 us-gaap_EarningsPerShareDiluted
Weighted average number of common shares outstanding: |  |  |
Basic (in shares) | 20,015 us-gaap_WeightedAverageNumberOfSharesOutstandingBasic | 19,901 us-gaap_WeightedAverageNumberOfSharesOutstandingBasic | 19,926 us-gaap_WeightedAverageNumberOfSharesOutstandingBasic
Diluted (in shares) | 20,136 us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding | 20,043 us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding | 20,049 us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding
Cash dividends declared per common share (in dollars per share) | $ 0.68 us-gaap_CommonStockDividendsPerShareDeclared | $ 0.66 us-gaap_CommonStockDividendsPerShareDeclared | $ 1.60 us-gaap_CommonStockDividendsPerShareDeclared

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