Vanguard Awards: Chew Toys

The companies influencing and guiding the direction of the chew toys category are attuned to dogs’ instincts and innate need to defeat boredom and self-soothe. At the forefront of the category are manufacturers who not only deeply understand pet owners’ demands and category and market trends but also comprehend giving a dog a chew toy elicits positive behaviors and can prevent pets from being unfairly punished or rehomed. 

Tall Tails is committed to enhancing the overall well-being of dogs and is positioned to make a measurable impact with products that reflect their dedication to quality and safety. Tall Tails’ goal is to enhance the daily lives of dogs through thoughtfully designed chew toys, which not only cater to their instinctual behaviors but also support their physical and emotional health. “Tall Tails entered the chew toys category in 2022 as a natural extension of our mission to support the complete well-being of dogs—physically, emotionally and instinctually,” said Director of Marketing George Barton. “With more than 80 percent of dog households purchasing chew products annually, according to the findings in the APPA National Pet Owners Survey (2023-2024), we saw an opportunity to pair our trusted quality with this high-frequency need, enriching dogs’ daily routines with safe, engaging options.”

When Nylabone entered the chew toys category, it didn’t exist. By introducing their first three signature nylon chew toy shapes, Nylabone not only recognized a gap in the market but also set a standard for dog chew toys that continues to influence the industry. “There was no chew toy category when Nylabone started making chew toys,” said Jane Unger, Marketing Manager Corporate Responsibility, Dog and Cat Division for Central Garden & Pet, Nylabone’s parent company. “Nylabone made our first three signature nylon chew toy shapes in 1955.”

Tall Tails stays grounded in its mission by continuing to invest in quality, innovation and education. “We adapt to supply chain shifts without compromising on standards,” Barton said. “By focusing on what matters most—safety, enrichment and emotional connection—we empower pet parents to confidently care for their dogs, even in uncertain times. Additionally, Tall Tails remains committed to giving back to local animal shelters and pet communities. Through strategic retail partnerships and e-commerce sales, Tall Tails donates one chew toy for every chew toy purchased.”

“Nylabone has always been committed to providing the right chew for every dog’s chew style and strength,” Unger said. “Redirecting destructive chewing and chewing from teething or stress and anxiety, not only helps to correct behavior that will get shelter dogs adopted but will keep that dog in the home and not returned to a shelter. This aligns with our Nylabone Cares program which donates high-quality chew toys to shelters and rescues.”

When Tall Tails entered the category, there was a noticeable lack of chew products that engaged dogs’ senses of smell, texture, movement and taste. As a solution, they introduced the Bully Stick Holder. “We identified a lack of multi-sensory enrichment in the chew category—products that not only satisfied the urge to chew but also stimulated other senses like smell, texture, movement and taste,” Barton said. “We patented our signature Treat Trough, a recessed area that holds spreads and soft treats, to make every chew session a rewarding experience. Additionally, each chew is designed to promote movement as well as an easy way for dogs to paw and chew. In researching the market, we identified a gap in function-forward chew toys designed to work with high-velocity consumables, such as bully sticks, collagen chews and spreads. In 2023, Tall Tails launched the Bully Stick Holder to create a safer, more rewarding chew experience for dogs. It stands out as one of the only products that securely locks treat sticks to extend chew time and provide peace of mind for pet parents while also being a durable chew toy that withstands aggressive chewing and play.”

“Tall Tails chew toys are thoughtfully designed to engage dogs’ natural instincts with purposeful materials and added functionality—like the Treat Troughs, movement and various scents,” Barton said.