SUPERZOO Preview: Dog Toys

Fun, engagement, utility and value are driving the innovation behind what leading dog toy manufacturers are preparing for at this year’s SUPERZOO. In addition to showcasing their own work through the last year, companies are also eager to continue building up their networks and get a chance to share best practices amidst the many networking opportunities at the show. While industry in general continues to take things day by day thanks to supply chain challenges, dog toy makers nonetheless still know what pet owners want in a quality toy and will be focused on sharing their unique value propositions to current and prospective partners alike.

Many dog toy manufacturers are long-time participants in SUPERZOO. “This will be our fourth year exhibiting,” said Huxley & Kent President Michael Dagne. “It’s been a great opportunity for us to showcase our new product, but also to connect directly with our retail partners, distributors and meet new customers. It’s one of the few chances we get to have in-person conversations with so many people in the industry. We start prepping months in advance to make sure our booth, our product launches and our team are all ready. It’s a big investment, but it pays off in stronger relationships and better insights.”

Jolly Pets has been a proud exhibitor at SUPERZOO for more than 10 years, according to Marketing Director Louisa Marvin. “This show remains a critical part of our annual strategy because it brings together top-tier buyers, thought leaders and innovators across the pet industry,” she said. “SUPERZOO offers the perfect platform for us to showcase new products, gather real-time feedback and strengthen retail and distributor relationships. Our preparation begins months in advance, from product development and marketing activations to booth design and staff training, so we can deliver an engaging and meaningful experience that reinforces our brand’s commitment to durable, enrichment-based play for dogs of all breeds and sizes.”

This year’s SUPERZOO marks Ruff Dawg’s 27th year, said VP of Sales and Marketing Jerry Moffett. “We return year after year because it consistently delivers opportunities to reconnect with our loyal retail partners and welcome new buyers,” he said. “We invest in SUPERZOO because it always attracts serious decision-makers who value quality, durability and domestic manufacturing–and it’s fun!”

Both Project Hive Pet Company and Brightkins are marking their fourth SUPERZOO this year. 

Jim Schifman, CEO of Project Hive Pet Company shared, “We choose to exhibit at SUPERZOO because it’s a great way to connect with our existing retailers and distributors as well as new customers and pet industry experts. We really love showing our brand and products in person to demonstrate our innovation and interact with our customers.”

Rachel Markowitz, Brand Manager for Brightkins said, “Each year, we prepare with a singular goal in mind: to showcase how Brightkins is leading the conversation around mental enrichment for pets. From booth design to product demos to pre-show retailer outreach, we think through every detail to ensure we’re telling a clear, compelling story. We don’t just want people to stop by. We want our products to leave a lasting impact on them and leave them inspired about what’s possible when you prioritize a pet’s mental well-being,” she said.

“We’ve been exhibiting at SUPERZOO for more than 10 years now,” said Jen Glaser, Co-Founder of ZippyPaws. “It’s been an incredible platform for us to grow with the industry, connect with our retail partners and showcase our brand’s evolution year after year. SUPERZOO is one of the biggest events on our calendar. It gives us direct access to decision-makers, buyers and influencers in the pet space. Our customers love getting to see and chat with us at these shows, and new customers can find us as well. We’ve had many customers outside of pet specialty approach us at SUPERZOO because they have heard of our reputation in the pet industry, and they got to see it firsthand at the show.”

As always, ZippyPaws has new items in store for the show. “This year, attendees [will] see ZippyPaws’ new products, as they’ve come to expect from us every year,” said Glaser. “We’re debuting a fun new variant of our best-selling Burrow interactive hide-and-seek dog toys and 2-in-1 plush and TPR toys with the signature ZippyPaws charm and durability. Beyond the product, we’re creating a space that invites connection —whether you’re a long-time retail partner or just getting to know our brand. Expect hands-on demos, a cute photo opportunity and warm service from our sales and marketing teams.”

Project Hive will unveil its new nutrient-rich pumpkin Hive Chew Sticks, available in L and XL sizes for larger dogs, said Schifman. “We are launching them in convenient stand-up pouches for ease of display and individually wrapped packages, which are ideal for checkout placement to drive impulse purchases. We are demonstrating in a planogram how our toys and treats are intentionally designed to work together to reduce boredom, support dental health and keep dogs happily engaged. Our small, large and extra-large Hive Chew Sticks fit snugly into our small and large Hive Chew Toys, which makes enrichment and engagement easy and purposeful. We are also showcasing our new Hive Zoomer dog toy launcher. While we won’t have a throw-zone this year, attendees can still experience how easy it is to play fetch without straining your arm or shoulder.”

Moffett with Ruff Dawg shared, “Visitors to our booth will see something rare at the show—no tariff worries and no price increases for the foreseeable future. Because we manufacture all our toys in our own facility in Worcester, MA, we offer consistent availability, fast shipping with no supply-chain woes and stable pricing. At the Ruff Dawg booth, you’ll find an eye-popping display of bright, bouncy, rubber toys that float–in all kinds of shapes and sizes– including a full line of Lifetime Guaranteed toys. Our toys have that springy texture people love to touch, so there will be plenty of hands-on product testing, by humans and dogs, and our colors really pop–our booth will be hard to miss!”

Marvin with Jolly Pets said, “Our booth this year will spotlight exciting product innovations, including the debut of our new scent-infused toys designed to add an extra layer of sensory enrichment to playtime. We’ll also feature the US launch of Jolly Pets Travel by Henry Wag, bringing practical travel and grooming solutions to active pet parents. And we’re thrilled to introduce Link, a smart pet wearable that tracks wellness, location and activity. Attendees can expect a fun, high-energy booth experience with hands-on product demos, sneak peeks and plenty of wag-worthy giveaways.”

Brightkins will be showcasing a mix of fan favorites along with new launches that reflect its continued commitment to mental stimulation, sensory play and everyday convenience, said Markowitz. “You’ll see more 2-in-1 innovations, like our new Calming Rainbow Treat Puzzle and Lick Mats, which combine a vibrant puzzle with two removable silicone lick mats for a sensory-rich, soothing experience. We’re also introducing new 2-in-1 Slow Feeder Bowl and Lick Mat combos in fun shapes and patterns. These are designed to support digestion, reduce anxiety and make mealtime more engaging—whether at home or on the go. The lick mats pop out for easy cleaning and one of them can even double as a lid for portable feeding.”

Markowitz continued, “We’re excited to introduce our own collection of lick mats in fun, vibrant designs, along with new two-piece Tough & Tumble treat dispensers in fresh, seasonal styles. Both are mentally stimulating for dogs and thoughtfully designed for quick, easy cleanup because we know convenience matters for pet parents just as much as enrichment. And of course, we’ll be spotlighting Kanoodle Dog Edition, our pet-friendly take on the viral human brain teaser. It’s a fun, hands-on example of how we bring brain games and bonding time together in every product we create.”

Huxley & Kent plans to preview seasonal items through the rest of the year. “We’ll be showcasing our upcoming Halloween and Holiday collections, plus new additions to our best-selling lines,” said Dagne. “That includes interactive toys with treat-hiding features, two-in-one toys and our new Celebration Boxes and POP Boxes. The booth will be bright and colorful with plenty of retail-ready ideas.”

The vibrant and positive ambience belies some of the trepidation that manufacturers are feeling due to the ongoing instability of the global economy, but Dagne expects SUPERZOO will provide opportunities for companies to demonstrate how they rise to the occasion. “With today’s economic pressures, we’re seeing consumers become more intentional about how they spend,” he said. “They’re looking for products that offer lasting value like durability and multi-functional toys. We expect to see a focus on enrichment-based play and longer-lasting materials. We’re looking forward to seeing how brands are responding to this shift.”

Brightkins is promoting a unique educational program in the form of Hunger For Words, the original talking button system created by speech therapist Christina Hunger, said Markowitz. “Christina will be at the show to introduce her new book, ‘Your Dog Can Talk,’ launching this August, which is her step-by-step guide on how to teach your dog to ‘speak’ using the talking button system—perfect for all pet parents. She’ll also be giving a special speaking presentation at SUPERZOO, offering deeper insights into how pet parents can build stronger connections through communication. A preview of the Hunger For Words new product line launching in 2026 will also be on display.”

Marvin with Jolly Pets is looking forward to some of the educational components of the show. “We’re particularly eager to explore sessions on consumer buying behavior and how brands can best support retailers through in-store activations and digital tools,” she said. “One of the dominant themes we expect this year is the integration of wellness into every product category including nutrition, tech, enrichment and even toys. There’s also growing momentum around sustainability and the premiumization of pet products. As inflation cools, we anticipate a return to value-driven innovation: products that solve real problems, offer long-lasting quality and earn trust across generations of pet owners.”

“I’m particularly interested in discussions around pricing strategies and inventory solutions to help retailers avoid the ‘white space’ on shelves caused by out-of-stock imports,” said Moffett with Ruff Dawg. “I expect continued buzz around supply chain resilience and how American-made products like ours are helping stores future-proof their assortments.”

Schifman with Project Hive expects there to be a focus on USA-made dog toys due to tariff and supply chain uncertainties. “Project Hive is positioned well to supply USA-made dog toys to our North American retailers,” he said. “The wellness trend continues, with an emphasis on simple, clean ingredients. Project Hive’s dog treats are vegetarian, which makes them easier to digest and better for the planet. And on the topic of wellness, dogs need exercise for their physical and mental well-being, so toys that make exercise easier for them will be hot—like the Hive Zoomer dog toy launcher, which makes fetch so much easier and more accessible to a broader range of ages and abilities.”

“We’ll see a push toward enrichment-focused toys, multifunctional designs and more solutions-based tech in the pet space,” said Glaser.