SUPERZOO Preview: Cat Toys

Leading cat toy manufacturers want to continue impressing upon pet owners that play and engagement are just as vital for feline development and well-being as they are for their canine counterparts. While each cat is different, felines’ general aloofness belies their desire to bond and play with their humans and with other cats—a departure from how most dogs play with eager enthusiasm. As such, toys manufacturers approach innovation in cat toys with a unique eye toward feline enrichment and are eager to showcase both their latest inventory and partnership capabilities with pet retailers at this year’s SUPERZOO.

“SUPERZOO has been a vital part of Meowijuana’s strategy to connect with retailers, showcase innovation and maintain a competitive edge in the pet industry,” said Mike Bateman, National Sales director for Smarter Paw, maker of the Meowijuana and Doggijuana lines. “It consistently offers visibility and real return on investment.”

The show has played a significant role in Meowijuana’s longevity, Bateman said. “One of our earliest appearances earned us the Best New Product award at the Cat Product Showcase, and that early recognition helped expand our reach into major retail partnerships. Last year’s attendance played a key role in growing into over 230 Pet Supermarket locations—a strong validation of the platform SUPERZOO offers for significant growth.”

Playology Pets, long known for its innovative dog toys, debuted Playology Cat last year. “Our July 2024 Playology Cat launch embodies how we support the category and consumers with new innovation,” said Christopher Brown, Chief Marketing Officer for parent company Logical Brands. “As multiple data sources indicate, cat has been a growing segment of the category yet lacked meaningful innovation for many years. We leveraged our understanding of how cats remain strikingly similar to wild cats, and how that is reflected in play, and brought out a line of cat toys catering to various play styles. Within 12 months, Playology became a top branded player and accretive to the category while proving that consumers will pay a premium for value in the form of meaningful innovation.”

The educational programming at SUPERZOO is a major draw, and this year Meowijuana anticipates an expanding discussion around enrichment, mental wellness and sustainability in pet care, said Bateman. “There’s a noticeable shift in the industry toward products that do more than entertain—they enhance animal wellbeing,” he said. “As a brand, we’re passionate about enriching the lives of cats in a fun, natural and beneficial way, and we’re continually working to improve that vision. We’re also monitoring conversations about biodegradable materials, low-waste packaging and how refillable designs can be used in the toy industry to reduce environmental impact. Like everyone else, we’ll be listening for the informal ‘hallway buzz’—those early hints of what’s next in pet retail.”

Other companies like Brightkins are making a point to educate cat owners on the utility of some of its innovations that were initially marketed for dogs, such as its assorted treat puzzles. In a recent blog post, the company advocated: “Cats are naturally curious creatures. Without enough mental stimulation, that curiosity can quickly turn into boredom—and unwanted behavior like scratching furniture or overeating. Interactive toys like the Pizza Party! Treat Puzzle or Brain Teaser Treat Puzzle give your cat something to focus on, encouraging problem-solving and paw-powered play.”

This year for SUPERZOO, “Our booth will be colorful, interactive, and full of enriching surprises!” said Brand Manager Rachel Markowitz. “Brightkins is all about raising the bar on enrichment with smart, functional designs that make life better for pets and easier for pet parents.”

Similar care goes into how Smarter Paw is building out its booth. “To maximize our results, we start preparing months in advance,” said Bateman. “We carefully select and submit new products that align with emerging consumer trends—especially those that combine enrichment and play value—and craft our booth experience to be interactive, sensory-rich and brand-centric. From media outreach to strategic product placements, every step we take aims to boost engagement and build lasting partnerships.”

The end result promises to be spectacular. “Our booth is always a must-visit spot, and this year is no different,” he said. “Attendees can look forward to an immersive, engaging experience that showcases Meowijuana’s playful spirit and dedication to quality. We’ll be launching a new lineup of compressed catnip cat toys—products created not only for fun but also for meaningful enrichment. Visitors will have the chance to try out our latest innovations, sample our premium organic catnip blends and see firsthand what makes our products stand out in both form and function.”

Brightkins is working toward the goal of having visitors to their booth understand that toys do much more than just entertain, Markowitz said. “At Brightkins, we believe in the power of play as a form of education and enrichment. Our mission is to help pets thrive mentally and emotionally while making life easier and more joyful for the humans who love them. There’s a sweet spot where learning and play intersect, and that’s where Brightkins lives. Whether it’s a puzzle that slows down a fast eater or turns mealtime into a mindful moment, we’re here to prove that playtime can be purposeful. That’s the message we want to share with the industry,” she said.

For Meowijuana, spotlighting the complex world of feline play and engagement is an important responsibility. “We hope attendees leave SUPERZOO with a renewed appreciation for how dynamic and impactful the cat toys category can be,” said Bateman. “Too often, cat toys are dismissed as simple accessories, but the reality is they can play a powerful role in a pet’s physical health, mental stimulation and daily joy. At Meowijuana, we approach toy design with intention—pairing form with function to create toys that encourage play, satisfy natural instincts, and foster bonding between pets and their humans. Our refillable toys and treat-dispensing bundles—like our Avocado Toy, which recently gained national attention—are just one example of how we combine creativity with utility.”

Bateman also hopes to call attention to why Meowijuana continues to be a reliable partner. “Our catnip is organically grown in North America, our packaging is retail-ready and our product sell-through speaks for itself,” he said. “Whether you’re a buyer, a distributor or simply a pet lover, we hope you leave our booth with a smile, some inspiration and a clear understanding that Meowijuana is raising the bar for what’s possible in the cat toy space.”