Vanguard Awards: Interactive Toys

Leading interactive toy manufacturers know that their innovations serve multiple functions including enrichment, diversion and bonding. 

“Starmark Pet Products started out 30 years ago as a small training company specializing in training high-drive working and sport dogs,” said Emily Benson, Marketing Director for Starmark Pet Products. “As we grew and transitioned the company to our current campus near Austin, TX, we continued training working dogs, but our primary clients were pet owners needing obedience training and help with behavior issues. The common thread between working dogs and pet dogs was that they all needed a job or they were going to find entertainment that wasn’t compatible with their owners.”

At the time, most toys weren’t interactive, and those that did exist featured simple designs, recalled Benson. 

“We wanted to create something that was durable and could keep both working dogs and pets occupied and challenged for a long period of time. That idea turned into a toy that paired with a proprietary refillable treat, which had not been done before. We launched our patented Everlasting Treat Ball system, and it was the first of our interactive toys that featured refillable treats. We have since seen these types of toys grow and evolve in the dog category,” she said.

Brightkins was born from a simple idea that pets deserve more than just physical activity, said Brand Manager Rachel Markowitz. “They need mental enrichment, too. As a brand created by Learning Resources, a leader in educational toys for children, we’ve always believed in the power of play to support cognitive health. That same belief drives our approach to mental enrichment for pets,” she said.

Tux was a toy that allowed for treats and was what launched West Paw’s foray into interactive dog toys in 2007, said CEO and Owner Spencer Williams. 

“At the time, companies weren’t thinking that deeply about combining food or treats with simple toys. Zogoflex brought safety as it’s FDA-compliant, as well as incredible durability and dishwasher-safe cleaning. Tux was followed by our famous Toppl, which changed the industry with its shape, making it wobbly and allowing it to hold a variety of treats and toppings like freeze-dried bites, kibble, blueberries, yogurt, broth and more. Then came Qwizl, which is the safest way to hold bully sticks and dental sticks because it’s gentle on teeth and gums. And our most recent innovation has been Rumbl, which offers a rolling, slow-dispensing treat experience,” he said.

Like West Paw, Brightkins’ toys go beyond basic. “Every Brightkins product is designed to engage pets and their people—turning mealtime or playtime into bonding time,” said Markowitz. “Whether it’s a brain-boosting treat puzzle, like our new Kanoodle Dog Edition puzzle, or our tumbling treat dispensers—both of which can double as a slow feeder—we deliver enrichment that’s engaging, dual purpose, effective and just plain fun. What sets us apart is our commitment to quality and safety. We use durable, BPA-free, food-safe materials that are built to last and safe for dogs of all breeds and sizes. Our mission is to unlock your pet’s curiosity and make every moment together more meaningful, with enrichment solutions families can feel good about. ”

Safety has always been paramount for West Paw. “The combination of safe materials and the design of our dog toys brings a level of comfort to pet owners,” said Williams. 

“Our toys are made 100 percent in the USA, at our factory in Montana, out of FDA-compliant materials that are free of latex, phthalates, silicone and heavy metals. And our designs are functional and aesthetically pleasing for people and pets—we frequently get feedback from pet owners that they love seeing our toys in their home.”

Going a step further, Starmark’s toys are designed with the long-term goal of helping pets and their owners balance the need for stimulation with a desire to keep a tidy home. 

“Keeping pets happy in their homes is our philosophy, and we commit to that in all our endeavors,” explained Starmark’s Benson. “Our products are an evolution of our decades of continued experience working with thousands of dogs, pet parents and students at our Animal Behavior Center and School for Professional Dog Trainers.”