Its Marvel trying to cash in on the current success of the Walking Dead.
At least it doesn't come off as too big a surprise. Marvel loves to cash in on the current fads and has for years. Like how they gave us Iron Fist and Shang-Chi during the Kung-Fu phase of the 70's, Luke Cage during the Blaxploitation years, Punisher thanks to the lone gunslinger with no rules but his own movies that started in the early 70's (like "Dirty Hairy"), recent vampire stuff like "Curse of the Mutants" to cash in on Twilight, etc. Should rainbow colored kitty cats be the fad of tomorrow, you can bet someone like Peter Parker will get one as a pet