Vanguard Awards: Rope Toys

Leaders in the rope toys category are focused on introducing innovative products to retailers and pet parents that address weak spots and common shortcomings within the category while continually adding value to a long-standing traditional dog toy. Prominent companies such as Jolly Pets and Playology are elevating the category by blending durability, engagement and technology to offer pets and owners a meaningful and lasting play experience. 

Jolly Pets specifically is emphasizing how durability and enrichment go hand-in-hand with its line of rope toys that mesh several qualities: appealing to pets’ need for touch, addressing dental care and proving to pet parents a once disposable toy is now a reliable option for bonding with and tiring out their pets. “At Jolly Pets, we’ve always been driven by the idea of play with purpose,” said Marketing Director Louisa Marvin. “As we evaluated the rope toys category, we noticed a lack of innovation—many products lacked durability, multi-functionality and enrichment value. Rope toys were often treated as throwaway items rather than as tools for meaningful engagement. That’s what inspired us to rethink the category from the ground up. We wanted to bring our signature durability and enrichment focus to a product pet parents often overlook. The goal was simple: combine tactile engagement, dental benefits and durability into one high-quality toy that would stand up to tough play and tugging—something both pets and their people could count on.”

Playology is steadily shedding light on science-backed innovation and convenience within the category. Recently the company incorporated Encapsiscent technology and Dri-Tech fibers to its list of product features that promise to reduce mess, improve durability and keep dogs engaged longer—all features which enhance playtime while addressing common pain points for dog parents. “We’re focused on elevating the pet play experience through science-backed innovation,” said Kailey Jimenez, Marketing Brand Manager, Logical Brands. “The rope toy category stood out as an area that hadn’t seen much advancement. While rope toys are a classic staple, most available options were messy, wore down quickly and didn’t offer anything new in terms of engagement. We saw an opportunity to bring something better to the table. By integrating our patented Encapsiscent technology and using Dri-Tech fibers that wick away slobber, we created a rope toy that solves real pain points for pet parents while keeping dogs excited to play.”

“We take a different approach to product development—everything we do is centered around a dog’s physical and emotional needs,” Marvin said. “Our rope toys go beyond the standard by integrating additional materials like natural rubber or textured plastics, enhancing chewing satisfaction and interactivity. Many of our rope toys are hybrid designs, so they satisfy multiple play styles: tug, fetch and chew. We also prioritize safety and longevity, ensuring our materials are non-toxic and tested for strength. Pet parents aren’t just buying a toy—they’re investing in their dog’s enrichment, exercise and oral health, all in one.”

“We’ve taken a category that’s often overlooked and reimagined it through the lens of innovation of what a dog would want in a toy,” Jimenez explained. “Our ropes toys are made with ultra-strong Dri-Tech fibers that help keep them clean and dry and they’re embedded with all-natural scents using our Encapsiscent technology to keep dogs engaged up to seven times longer than unscented toys. The result is a rope toy that’s cleaner, stronger, more stimulating and built to perform—something pet parents can trust and dogs actually want to play with.”

Jolly Pets’ mission has always been rooted in improving the bond between pets and their people. “That doesn’t change when the market gets tough,” Marvin said. “Whether it’s supply chain disruptions, inflation or shifting retail dynamics, we stay focused on what we can control—delivering high-quality, thoughtfully designed toys that promote physical activity, mental stimulation and emotional well-being. We’ve doubled down on educational content and partnerships with trainers and veterinarians to help pet parents make confident choices. It’s about staying resilient, flexible and above all, purpose-driven.”