Vanguard Awards: Durable Toys

The durable dog toy market is experiencing robust growth as owners seek long-lasting toys that keep dogs busy. According to online data sources, the global pet toy market is projected to exceed $10 billion this year. 

Michelle McKinney, VP of Marketing, Woof, shared one of the biggest challenges they faced this year: “Taking the success of our original HonestChew and translating that momentum into a next-generation product that truly raised the bar. We had strong sales and clear validation from the initial product, but also saw incredibly valuable feedback from pet parents who wanted even more: a ‘real bone’ experience, with the same safety and trust they’ve come to expect from us. At the same time, we recognized a growing market demand for safer, high-quality chew alternatives that don’t compromise on the experience dogs love. The challenge was balancing all of that—evolving the product to meet both customer expectations and broader industry needs without losing what made it successful in the first place. We leaned heavily into customer insights and rigorous product testing data to guide development, ultimately leading to the creation—and launch—of HonestChew Meaty.”

For Woof, every product they create starts with the question: “How can we improve dogs’ lives, and in turn, improve the lives of their human counterparts?” That philosophy has led to an ecosystem of products that combine play, wellness, and convenience,” said McKinney. By focusing on enrichment, mental stimulation, and healthier daily routines, these products don’t just keep dogs engaged—they meaningfully improve their quality of life. At the same time, they make pet parenting easier and more rewarding, helping reduce stress, support better behavior, and create more enjoyable shared moments between dogs and their parents.”

She continued, “Our first consideration is always problem-solving. From cleaner enrichment solutions to safer chewing alternatives, we’re redefining everyday pet care categories through a dog-first lens, prioritizing thoughtful, functional products that consider both ends of the leash.” 

Louisa Marvin, Marketing Director of Jolly Pets, shared how their company stands out. 

“I believe what makes us different is that we don’t separate innovation from real-world use. Everything we do starts with the pet and the owner. What problem are we actually solving? Whether it’s durability for tough chewers or giving dogs a better outlet for energy, that’s always the starting point.” 

She continued, “At the same time, we’re very honest with ourselves operationally. We push to improve not just the product, but the entire experience of how it’s made, how it’s delivered, and how it holds up over time. That combination is what really sets us apart.”

This past year for Jolly Pets has been about building momentum—growing their product pipeline, strengthening retail partnerships, and expanding brand awareness. But at the end of the day, it’s all about the pet owners and their pets. 

Marvin noted, “Pet owners trust us because our products work. They’re durable, they last, and they solve real problems, especially for dogs that tend to destroy everything else. That reliability builds a lot of loyalty. What excites them most is that our products aren’t just toys—they’re actually improving their dog’s day-to-day life. Whether it’s keeping them engaged, reducing boredom, or just giving them something they can’t immediately tear apart, there’s real value there.”

Scott Kingsland, President of Fringe Pet Studios shared what feedback he hears most from pet parents: “What we hear most is that our products make people smile. Pet owners love that our designs are fun and thoughtful, but they also notice the quality and details that take our products to the next level. The combination of unique personality, reliability, and variety keeps people coming back. Our popular dinosaur plush toy, ‘Rex,’ continues to be a best seller that people seek as a collectible, especially as we create new variations. People also enjoy gifting our toys to other pet parents and their dogs.” 

He added, “We’ve continued to introduce toys that encourage multiple ways for dogs to interact with them. A key highlight has been the launch of our durable plush collection, designed for dogs that are tough chewers. With features like reinforced construction, quilted fabrics, and chew-resistant interior mesh, these toys are built to last without compromising the unique style and personality Fringe is known for.”