Global Pet Expo Takeaways: Dog Toys

The dog toy category has expanded further than many may have imagined from the traditional ball or tug toy. Leaders in the category strive for sustainable, durable, creative and unique toy options for pets and their owners to choose from. Global Pet Expo continues to be a place industry leaders can gather and not only educate attendees on their product offerings but learn about the latest category trends and products.

“One of the biggest trends we saw was the continued demand for enrichment-focused toys—products that engage pets mentally and physically,” said Huxley & Kent President Michael Dagne. “Retailers are looking for toys that do more than entertain; they want options that support cognitive development, satisfy natural instincts and provide longer-lasting engagement.”

The ZippyPaws team noticed a few standout trends in the dog toys category notably the growing demand for enrichment-based toys, sustainability-focused materials and an increased interest in interactive play solutions. “Consumers are looking for toys that do more than just entertain—they want products that provide mental stimulation and durability,” said Sales Manager Juliana Ashley. “The rise in sustainability-focused discussions also signals that eco-friendly innovations will continue to shape the industry in the coming years. We have been attuned to these trends and have already launched new and innovative products, like our SmartyPaws 4-in-1 Mushroom Tumbler, which promotes enrichment through mental stimulation while also being a very durable option; as well as our ecoZippy line, which showcases a number of earth friendly materials such as coconut fiber filling and natural cotton and jute mixtures.”

SodaPup observed the biggest conversation regarding dog toys had to do with tariffs. “Nearly all dog toys are imported into the US market with the exception of a few brands like SodaPup, West Paw and RuffDawg,” Founder Adam Baker said. “So, there is a lot of concern about how tariffs will impact pricing and in turn how that will impact demand for dog toys. With regard to SodaPup, there was a lot of interest in our new Lick Sticks. This could be categorized as a training device, a licking device or as a toy. People were definitely excited by this new concept that satisfies an existing need.”

3T Brands received praise for its continued innovation in the category. “In listening to our retail partners, newness is what drives success in the category,” said George Barton, Marketing Director of 3T Brands. “Tall Tails has launched 13 new toys since January and has another 13 planned during the next three months. We are also getting positive feedback to our Astro Loyalty frequent buyer program and bi-monthly offers.”

“What retailers are looking for is clarity of their costs and supply chain,” said Spencer Williams, CEO of West Paw. “What we heard from retailers is uncertainty in current policy and costs and so we found them coming to us knowing that we own our own factories, we produce our own products on the toy side totally and we can provide for retailers both supply chain and price stability at a time of uncertainty. During these times, many of our retail partners are looking for that offense, and with West Paw coming up on 29 years in business, they have a confidence that we’ll be able to produce our product, design our toys right here in Montana. Produce our US Western-sourced ingredients, produce our freeze-dried and air-dried treats with stability and confidence. It wasn’t too long ago during Covid, that we saw the same situation where the world seemed to be unpredictable and concerning in so many ways and we found that by listening to our retailers, we could serve them better by doing what we’re great at, and that is making our own products right here in Montana and shipping them around the world.”

Toy makers are ensuring they take full advantage of the momentum they’ve built at Global. “The visibility we gain from the event leads directly to new partnerships and increased order volume, both of which contribute to our immediate and long-term success,” Dagne said. “Additionally, the insights we gather from conversations with retailers help shape our product development strategy, ensuring we’re delivering what the market truly wants.”

“Global has been instrumental in driving brand visibility, strengthening our retail partnerships and generating excitement around our new product launches,” Ashley said. “The direct conversations we had at the event have already led to follow-up opportunities that will help accelerate sales and brand growth in the coming months.”

By exhibiting at Global, SodaPup anticipates immediate positive impacts on the company’s near term goals. “We will definitely see a bump in business as a result of the show,” Baker said. “We are setting up lots of new customers right now, and our existing customers are already ordering our latest designs! In the mid to long range, we are establishing new relationships that will help us expand in the US and globally.”

Global’s structure and format were conducive to generating energy to sustain the network building so vital to growth. “Global is well-run, with strong booth traffic and an energetic atmosphere,” Dagne said. “The ability to connect directly with retailers and distributors is a major benefit. One improvement could be more structured networking sessions—dedicated time slots for retailers and brands to meet would make it easier to maximize connections in a busy show environment.”

“Global is a great event for the industry, offering valuable face-to-face networking opportunities, an expansive exhibitor showcase and insightful educational sessions,” Ashley said. “One area for improvement could be more structured networking sessions or dedicated retailer-manufacturer matchmaking to help maximize connections.”

“Some of us were able to participate in the Pet Summit before and that provides some inspiring talks and good networking, and I’m grateful for that,” Williams said. “I see the partnership growing between the Pet Sustainability Coalition and APPA and others to bring that content and make it available to more people which is great. That structure of it coming before the show was helpful. Getting out of the way and letting the buyers and sellers come together is what the APPA does well.”