2026 Category Catalysts: Interactive Cat Toys and Dog Toys

2026 Category Catalysts: Interactive Cat Toys 

Following recognition from industry peers at SUPERZOO—including a Top 3 finalist spot and a Launch Pitch competition win—Giddy Kitty is ending the year on a high note.

Giddy Kitty Founder Carrie Van Wert elaborated, “Our retail footprint continues to grow, Chewy onboarding is underway, and we’re launching Mindy the Mouse, which combines play and Purrsuits Cat Treats to let cats stalk, catch, and consume their reward.” 

“Our biggest challenge and opportunity is education,” Van Wert continued. “Enrichment is more than keeping a cat occupied; it’s about providing an outlet for natural hunting instincts that support mental and physical well-being. Our job is to make that benefit simple for retailers and cat parents to understand and incorporate into daily routines.”

Van Wert believes leading interactive cat toy manufacturers can show pet owners that the category has more to offer and that enrichment products should do more for pets. 

“The leaders will be brands that treat enrichment as more than a marketing term and design products around genuine pet behavior and natural instincts,” she explained. 

Van Wert went on to say: “We also believe connected enrichment systems will become increasingly important. Rather than creating isolated products, brands can develop experiences that work together, encourage different natural behaviors, and give pet parents new ways to enrich their cats’ lives over time. Ultimately, the strongest brands will help raise consumer expectations for what enrichment products should actually deliver.”

Giddy Kitty is encouraging pet owners to broaden their perception of interactive toys and enrichment as more than entertainment. These products provide an outlet for cats to express their natural instincts. 

“A common misconception is that enrichment simply means keeping a pet entertained,” Van Wert noted. “True enrichment should give animals meaningful opportunities to engage in natural behaviors.”

“For cats, the hunting sequence doesn’t end with watching or chasing; it includes capture and reward,” she continued. “That insight is central to Purrsuits, which allows cats to search, pursue, capture, bite, and consume. The conversation should move from, ‘Does this keep my pet occupied?’ to, ‘What natural need is this product helping my pet fulfill?’”

Pet parents are becoming more discerning and want to know what a toy can do for their pet before making a purchase. 

“Consumers want products that are intuitive, engaging, and can hold their cat’s interest beyond the first interaction,” Van Wert observed. “They’re increasingly asking what purpose a product serves, what natural behavior it supports, and how easily it fits into their routine.”

“At Giddy Kitty, we make enrichment easy for pet parents while creating experiences rooted in natural feline instincts like chasing, pouncing, batting, hunting, and earning a reward,” she continued. 

2026 Category Catalysts: Dog Toys

Coastal Pet Products has continued to expand its dog toy offerings through its partnership with PetKORE, bringing enrichment toys developed by KONG founder Joe Markham to retailers. According to Coastal Pet Products President Kim Stout, the collaboration has helped the company broaden its product lineup.

“This collaboration has continued to allow us to expand our offerings and provide innovative, high-quality products that enhance the lives of pets and their owners,” Stout noted.

Coastal is also focused on addressing consumer concerns through its product innovations. Stout explained: “Both categories [harnesses and toys] have seen significant industry-wide innovation, and we’re excited to bring forward new solutions that directly address the most common consumer complaints. Our development focus remains firmly rooted in Coastal’s core strengths— durability, quality, and affordability—which means pet owners can expect products that elevate performance without inflating price.”

She added, “From improved harness designs that enhance comfort and control to toys engineered for better engagement and longer-lasting play, we’re taking everything we’ve learned from customer feedback and transforming it into thoughtful, high value product upgrades.”

Coastal’s commitment to product quality has helped the company build lasting relationships with retailers and pet owners.

“As a family-owned, American manufacturer, Coastal has built trust over decades by focusing on safety, fit, and consistency for pets of all sizes and life stages,” Stout said.

Coastal backs that commitment with product testing and its Quality Guarantee.

“At Coastal Pet Products, our mission is designing and delivering quality products people trust for the pets they love,” Stout relayed. “As an industry leader focused on quality first, Coastal has been setting the bar for decades with standards that remain unsurpassed today. Since the beginning, our strength testing standards ensure that a product’s strength not only meets requirements but exceeds them. We back all products with our Quality Guarantee and pride ourselves on the quality consistency of our products to ensure pet owners get the same great product time after time. With over 55 years of experience behind us, Coastal has always been on the forefront of innovation and design.” 

Coastal’s lines also reflect consumers’ interest in products suited to their pets’ lifestyles and activity levels. “Lifestyle-driven lines like K9 Explorer and PetKORE, which include outdoor and enrichment products, generate strong social engagement while also driving retailer pull-through by aligning with how pet owners shop, share, and seek products that fit their pet’s personality and activity level,” explained Stout.

Beyond product innovation, Coastal also emphasizes helping retailers improve category performance.

“Our long-standing relationships and institutional knowledge allow us to act as an extension of our retail partners’ teams, offering guidance on assortment strategy, product placement, and category performance to help drive stronger sell-through,” shared Stout.