Global Pet Expo Preview: Dog Toys

Dog toy manufacturers value Global Pet Expo because it’s a rewarding opportunity to interact with retailers face-to-face, where they can collect feedback and recommendations to ensure their products connect with pets and their parents. Launching products at Global is invaluable for these exhibitors because it allows them to listen to insights and study attendees’ reactions to gauge if their products hit the mark. The exposure of a tradeshow as large as Global carries weight for dog toy companies that are eager to share their solutions with retail partners whose opinions they trust and relationships they want to succeed.

“Jolly Pets has been a longtime exhibitor at Global, and the show continues to be one of the most important touchpoints for connecting with the industry in person,” said Louisa Marvin, Marketing Director of Jolly Pets and Barker Beds. “It’s where we strengthen partnerships with long-standing retail customers, meet new accounts, and get real-time feedback on innovation directly from the people closest to the consumer. We return year after year because Global brings together retail, media, and industry leaders in one place, creating an unmatched opportunity to share our brand mission—delivering toys that are truly more than a toy.”

“We love trade shows as they give our team the opportunity to interact with so many new and current customers, socialize with industry friends, and showcase our newness to a large audience,” said George Barton, Director of Marketing for Tall Tails, which has been exhibiting at Global for more than a dozen years. “We truly cherish our customer conversations and love to hear what’s working (what’s not working) and what their customers are looking for and how we can support them further.”

Starmark Pet Products has been exhibiting at Global for more than 20 years—ever since the show was called APPMA in 2004. “We continue to return because it is an excellent means of brand and product exposure, especially for new products, to buyers and retailers,” said Marketing Director Emily Benson. “It is also sometimes the only opportunity we have to meet face-to-face with some of these buyers and retailers, and we value the relationships we have built in this way over the years.”

“Multipet has been exhibiting at Global since the very beginning,” said Senior Vice President Rich Koliner. “We continue to return because Global is the premier platform to showcase our newest designs and product launches. This year, we’re particularly excited to debut Happy Tails under the Multipet umbrella. The show’s strong attendance and high-quality retail presence make it an invaluable opportunity for us to connect with partners and introduce what’s next.”

Jolly Pet toys are designed to do more than entertain. These toys are mindfully created to encourage positive behaviors and strengthen pets’ cognitive health. “Our development pipeline is centered around creating toys that do more than entertain—products designed to support mental stimulation, physical health, and positive behavior outcomes,” Marvin said. “That includes refining materials for extended life cycles, exploring new play mechanics that keep dogs engaged longer, and expanding designs that support multiple play styles in one toy. We’re also deepening our commitment to vet-informed and behavior-aware design, ensuring that future innovations align with how dogs naturally play, chew, and interact. Retailers visiting our booth will get a preview of where the category is heading from our perspective—smarter play, longer-lasting products, and toys that contribute to a dog’s overall wellness, not just momentary fun.”

In January, Tall Tails launched six dog toys and plans to launch one foraging mat in March in time for Global. Building off the popularity of the Highland Cow launched last year, Tall Tails most recently introduced the Highland Sheep plush toy and 2-in-1 fetch head. “Dogs love the high pile fabric, squeaks, and shapes of the Highland toy series,” said Barton. “In 2025, the Stuffless Squirrel was one of the hottest sellers. To capitalize on that success, Tall Tails came out with four new characters that are stuffless and have an inner rope. The 8″ Gecko and Mouse and 16″ Elephant and Red Panda are sure to be well received by retailers, pet parents, and dogs! Booth visitors will also get a sneak peek at new toys launching in May. Hint, we have a brand new design in the durable chew category!”

Starmark is launching The Tuff Toaster—a new treat dispensing toy that utilizes Starmark’s Waffle Chew. “It comes in two sizes and has adjustable challenge levels built in, so it can be customized for the pet’s play style,” said Benson. “We are also showing a new standalone chew. Using our specialized treat formula and processing, this new chew is long-lasting, fully edible and digestible. Both the new toy and chew are made at our facility in Hutto, TX.”

Multipet’s originality and ability to fuse practicality with fun extend across multiple categories. “Innovation is at the core of everything we do at Multipet,” said Koliner. “We’re especially excited about expanding our creativity beyond toys and into beds and crate mats, where we can apply the same design-driven thinking, materials expertise, and consumer insight that have defined our toy portfolio for decades.”