Category Analysis: Cat Toys

The state of the cat toys category is progressing at a swift pace as evidenced by manufacturers outpacing changing consumer preferences, and cat owners increasingly seeking out toys that promote activity, stimulation and entertainment for their pets. Throughout the past year, the space has shifted toward incorporating multi-sensory features such as crinkle textures, catnip and interactive movement, making toys more engaging and dynamic for both felines and their parents. Pet parents remain highly focused on innovation, creativity and fun in their choices, preferring engaging and modern toys over outdated options from previous generations, while also prioritizing safety and exceptional quality to ensure their pets’ well-being and satisfaction.

Cat toy manufacturers are experiencing a year marked with internal successes and substantial progress in sustaining relationships with retailers built on trust and dependability. 

“At Multipet, I’m most proud of redefining the cat category,” said outgoing Executive Vice President Leslie Yellin. “For years, it was dismissed as a ‘necessary evil’ in the industry. But I knew it was an untapped market. People often underestimate how many cats are out there—you don’t register cats and someone in New York could have 10 living in their apartment. I pushed hard to show that creativity and innovation in cat toys mattered. At the time, the only option was a basic fur mouse. I helped spearhead the development of interactive toys and wands, which ultimately transformed the category into the thriving part of the business it is today.”

For Huxley & Kent, this year has been peppered with successes, most notably the company’s decision to expand its cat toys offering which prioritizes felines’ enrichment. This latest innovation reflects the shift in consumers’ expectations of cat toys that are equal parts entertaining and enriching. 

“2025 has been a strong year for us,” said Huxley & Kent President, Michael Dagne. “We expanded our assortment with more enrichment-based products, including our new line of Chirpy, Flinger and Popper cat toys. The response from retailers has been overwhelmingly positive, reflecting a shift toward toys that do more than entertain.”

“We see two broader macro trends emerging in 2025,” said Scott Ragan, Managing Partner and CEO of SmarterPaw, Meowijuana and Doggijuana. “First, cat ownership continues to grow, especially among younger pet parents. This growth is attracting a wider range of companies into the cat space, driving both innovation and competition for pet parent spending. The second macro trend involves geopolitical factors—political policies, tariffs and stalled policies—that are putting downward pressure on pet parents’ budgets and, consequently, on many pet retailers.”

Huxley & Kent’s continued success in the cat toys category can be attributed to their staunch commitment to excellence, sturdiness and captivation, ensuring their products meet high standards and effectively capture kitties’ interest. This approach, where retailers and pet parents’ impressions and feedback come first, combined with a focus on providing fun, fresh ideas, builds trust and loyalty among retail partners and consumers alike, and helps feed their continuing growth and success. 

“We focus on three things: quality, durability and engagement,” Dagne said. “We also stay close to retailers and consumers. We use their feedback in how we design and how we refine our lines. Retailers know they can depend on us for quality products and fun, fresh ideas.”

Meowijuana’s continued success in the cat toys space can be attributed to their focus on innovation and collaboration, while dependably developing new products that click with pet parents. 

“Meowijuana continues to be recognized nationally, as we were just awarded the 2025 Pet Innovation Award and earned a spot on the INC 5,000 list of fastest-growing privately held companies for a unique sixth consecutive year,” Ragan said. “Growth is driven by innovation and new products that connect with and resonate among pet parents. This is complemented by a strong focus on collaboration and marketing with our sales partners across all channels.”

As the fourth quarter progresses, Huxley & Kent is primarily focused on supporting retail partners during the holiday season—an opportune time of the year for heightened sales and brand visibility. Huxley & Kent is jointly preparing for the launch of new cat toy lines during 2026, designed to ensure steady and reliable sales beyond the holiday rush. 

“Our priority is supporting retailers during the holiday season,” Dagne said. “At the same time, we’re preparing for new 2026 launches of everyday cat toy lines that deliver consistent sales outside of the holiday season.”

“The category is evolving quickly,” Dagne said. “Cat owners want toys that keep cats active, stimulated and entertained. Multi-sensory features like crinkle, catnip and interactive movement have become essential.”

“While addressing all customer needs is important, we believe most pet parents stay focused on brands that are creative, innovative, safe and of high-quality that they can trust,” Ragan said.

Beyond price point, pet parents’ shopping choices within the category are primarily driven by factors such as enrichment, durability and brand trust. They seek toys that effectively keep cats active and stimulated, ensuring ongoing engagement, while also prioritizing products that are durable. 

“Enrichment, durability and brand trust lead the way,” Dagne said. “Cat parents want toys that keep cats active and stimulated and that hold up to repeated play.”

“Pet parents stay focused on innovation, creativity, fun—since no one wants an old fuzzy brown mouse,” Ragan said. 

The state of the cat toys category is increasingly competitive, with a shift toward more affordable value options to appeal to a broader demographic of pet parents. Despite this price sensitivity, pet owners prioritize brands that are creative, innovative, safe and of high-quality. The space has evolved to balance affordability with innovation and pet safety, reflecting a robust category.