2026 Category Catalysts: Plush Toys

2026 Category Catalysts: Plush Toys

The global plush dog toys market was valued at $1.12 billion in 2024 and is projected to reach $2.03 billion by 2033, according to various online data sources.

For Multipet, that growth has been evident and, well, even viral. When Target asked the company to create mystery boxes, the team knew pet owners would love them. One influencer documented her journey to find a mystery box, and that video has received more than 86,000 likes and 3,000 shares. Countless other videos showing pets reacting to their mystery box openings have helped the boxes continue to sell out. 

Dean Hirschberg, Vice President of Multipet, shared more about the company’s success.

“The Lamb Chop phenomenon has been a key factor. I also think that our relationship with our customers keeps growing because they trust us to do what they need. Our ability to do customization drives people to their individual stores or chains, and it makes us unique and different.”

While viral videos showcase enthusiasm for the company’s dog toys, Hirschberg emphasized that strong customer relationships and customers’ confidence in the company are what truly keep Multipet growing.

“Our personal relationships and the trust that our buyers and our customers have in us are really what’s driving us forward because they know we’ll always deliver. They know we can deliver a very good product on time and make it different just for them. We believe we have the best product development team in the industry, and we pride ourselves on innovation and being first to market. And we are going to keep coming up with fun and new creative products that haven’t been seen before.”

Hirschberg added, “They also know that Multipet is reliable. We can always support them to make sure their shelves are stocked.”

The company has grown so rapidly that it recently moved into a larger warehouse. But no matter how big it gets, the company’s goal is to maintain personal relationships with customers.

Hirschberg commented, “Either big or small, we pay attention to everyone. We want to make everyone feel special. We are family-owned, and we treat customers like our family.” 

For Hirschberg, the company’s mission remains simple: “Our goal is to make dogs happy. If we continue to do that, we hope we will continue to grow.”