If I were you, I'd veto the kennel, collar, and leash and leave everything the way it is. It's only a sample bottle of shampoo/conditioner, so it's not like the owners are going to have too much shampoo if they already bought some for the dog. Many people already have collars, leashes, and kennels, or buy them as part of the anticipation of having the puppy. The pictures, toy, pedigree, and parent's info are great things to have in the puppy pack. I'd say it sounds about right, except for what I mentioned before.

Andy