Category Catalysts: PetShop by Fringe Studio - Plush Toys

Play is an integral part of every pet owner’s experience with their dog—and the right toy can make all the difference in connecting with one’s pet. The plush category has seen a resurgence of creative items coming to market in the category, with several brands pushing to the fore. One such brand, PetShop by Fringe Studio, is bringing design innovation along with a history of sourcing excellence to bear with a variety of creative approaches.

Tradeshows have been a reliable platform for PetShop by Fringe Studio to unleash its latest products to gather feedback and responses from trusted industry peers. This summer, Fringe introduced an entirely new collection of lifestyle products during SUPERZOO. This comes on the heels of 40 new toys introduced at the Global Pet Expo. Product and design innovation is in the company’s DNA—as a spokesperson explained: “With our handpicked team of artists, product managers, and sales managers, we’ve been able to take personnel from industries outside the pet industry and apply our backgrounds and past work experiences to offer products that are unique and fun. We’re just a bunch of pet parents that want to bring joy to pets around the world and enjoy what we do.”

For 2025, the company has been particularly focused on the topic of durability within the plush toy segment. In an interview to start the year, the company noted, “Durability continues to be a big discussion for plush toys and consumers are looking for safe ways to prolong playtime. The use of chew resistant materials, more durable bindings, and reinforced materials have become more desirable when they’re still able to offer the soft aesthetic pets tend to love.”

In addition to product innovation, the company is committed to continuing to invest in partnerships with retail partners. 

“We work to offer quality products at competitive prices with a lot of newness and innovation throughout the year,” the spokesperson explained. “We ensure there’s a consistent supply of inventory so retailers don’t need to worry about if products will be available. Additionally, we also offer a lot of exclusive, higher end products just to specialty retailers so they can have a different assortment than what other big box chains may have. Finally, in general, we highly value our pet specialty retailer partners and the direct line of communication they have with pet consumers and the knowledgeable feedback they provide to us.”

From the company’s founding in 2017, to the first plush toys in 2018, cat toys in 2021, rubber toys in 2023 and outdoor specific items in 2024, PetShop by Fringe Studio has been intensely focused on innovation that drives happy pets and retailer growth. With a continued focus on materials innovation and designs that wow shoppers—the future is bright at PetShop by Fringe Studio.