It’s the 10th anniversary of the Puppy Bowl! If you’re not much of a football fan, chances are that you’ll be watching this sweeter, ruff-er game come Super Bowl Sunday.

Just how does this annual TV cute fest come together? Parade went behind the scenes to watch the adorable action up close. In the above video, Puppy Bowl X referee, Dan Schachner, and executive producer Melinda Toporoff shed some light on what to expect.

Along with a fresh pack of delightful frolicking pups, this year’s bowl features a roster of penguins, kittens, Internet celebrities Keyboard Cat and Lil Bub, and more. See some highlights below!

All canine Puppy Bowl X players come from shelters and rescue groups.

(Courtesy Animal Planet)

(Courtesy Animal Planet)

The Bissell Kitty Half-Time Show features the cutest kittens.

(Courtesy Animal Planet)

You’ll see a celebrity guest performance by Keyboard Cat during the Kitty Half-Time Show..

(Courtesy Animal Planet)

This year’s cheerleaders? A pep squad of penguins!

(Courtesy Animal Planet)

Internet celebrity Lil Bub is a Puppy Bowl “VIP super fan.”

(Courtesy Animal Planet)

Also new for the 10th anniversary: a doggie tailgate party!

(Courtesy Animal Planet)

Puppy Bowl X premieres Sunday, Feb. 2, at 3 p.m. ET on Animal Planet (and airs six times consecutively). When will you tune in? Tell us in the comments.

Click here to see the 2014 starting lineup, past Most Valuable Puppy (MVP) Award winners, and more cute animal coverage »

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