Category Analysis: Dog Toys

At SUPERZOO and beyond the tradeshow circuit, manufacturers are focused on sharing innovative products and engaging experiences that reflect where the dog toys category is headed. Several notable trends are driving growth, including experimentation with new materials, a stronger focus on enrichment and rising demand for affordable, durable products that deliver long-lasting value. Manufacturers are also expanding their attention to feline-focused play experiences.

Jolly Pets, which is not attending this year’s SUPERZOO, weighed in on areas of the dog toys category worth focusing on. 

“We’re seeing the dog toys category shift from simple entertainment to behavioral and wellness support,” Louisa Marvin, Marketing Director of Jolly Pets and Barker Beds said earlier this year. “Pet parents increasingly understand that play is directly tied to a dog’s emotional health, weight management, and overall quality of life. Key trends we expect to continue include: Enrichment as a daily necessity, not a luxury; Longer-lasting toys as consumers push back against disposable products; Multi-function toys that serve both active and independent play; Stronger safety and material transparency expectations and Growth in toys that support indoor energy release, especially for urban and apartment dogs. There’s also rising demand for toys that strengthen the human–dog bond, not just keep dogs occupied.”

Petsport USA plans to showcase its BiteTek line of synthetic dog toys made from a durable, soft polymer designed for chew and fetch play. 

“It is a polymer that we developed for chew and fetch toys that is soft enough to engage dogs, but strong enough to stand up to rough play and tough chewers,” explained President Darin Eisenbarth.

Meanwhile, Sodapup President Adam Baker noted that while overall innovation may slow down, there is opportunity. 

“I think we will see less innovation at this show, overall,” said Baker. “The reality of the marketplace is that inflation, the cost of gas and groceries, is starting to take a toll on certain categories in the pet industry. Primarily, non-essential categories like accessories. Having said that, we believe it’s the perfect time to ramp up innovation—when there is less noise in the market to compete with to get our message across. We are rolling out a number of new things (and may have more as the event gets closer). Here are a few examples: Princess Pack: A 2-pack that includes a pink nylon unicorn horn chew toy and a pink glitter fetch ball that targets female consumers. Glitter Balls—New glitter balls that are translucent with glitter and come in a variety of colors as well as glow in the dark. They float, fit in medium ball launchers, and have holes that can fit small training treats.”

“This year, we’re excited to showcase our interactive toy line with a full day of live demonstrations featuring some of our bestselling interactive toys, like our Snufflerz,” said ZippyPaws Co-Founder Jen Glaser. “It’s a great opportunity for attendees to see these toys in action and experience what makes them so engaging. It’s also a special milestone for us —we’re proudly celebrating 15 years of innovation!”

West Paw is attracting booth visitors’ attention to its Toppl Treat, an extension of its versatile enrichment toy, Toppl. 

“Made with beef as the first ingredient and a limited ingredient recipe, it gives pet parents an easy way to add nutritious, long-lasting enrichment to their dog’s day. The unique design makes it quick and easy to fill any of the three sizes of Toppl while giving people unlimited flexibility to get creative—they can use it on its own, add creamy nut butters for variety, mix it with kibble or fresh ingredients, or freeze custom recipes,” West Paw CEO and Owner Spencer Williams shared. “Toppl has become one of the pet industry’s best-known enrichment toys because it’s incredibly versatile—as a slow feeder, open-top treat toy, or, by interlocking two Toppls, an even more engaging enrichment challenge. For retailers at SUPERZOO, Toppl Treat will be sampled and is available for immediate shipment to energize new toy and treat sales. As always, every Toppl and the Toppl Treat are USA Made.”

Category leaders anticipate a rise in enrichment-focused accessories and eco-friendly products. 

“I believe there is a flight to affordable quality,” Eisenbarth said. “Pet owners are tightening their spending, searching out products they believe will last longer. They are still spending money, but more than ever they are making sure the purchase is a lasting value. Cat ownership is continuing to climb as well.”

“I expect to see a couple of things. First, a lot of brands are jumping on the enrichment bandwagon, so I expect to see more accessories that somehow tie into enrichment,” Baker said. “I also expect to see more eco-friendly products. Material science continues to evolve and there are more eco-friendly material options available.”

“Multi-feature, function-forward toys are really driving the plush category right now, and that’s exactly what we’re seeing retailers and consumers gravitate toward,” Glaser said. “Toys that do more and offer a richer experience are where the momentum is. We’ve been leaning into this trend, and it’s reflected across the new products we’re bringing to the show.”