While cat toys don’t always get the same amount of attention that dog toys do, the demand for more variety has grown. With cat owners paying closer attention to options in the category, retailers may need to step up their cat toy offerings.

“Cat owners are looking for a robust assortment of toys with rich features and benefits,” said Melissa Corbitt, brand manager for Petmate, a manufacturer in Arlington, Texas. “A cat toy offering should include innovation and toys that address all cat toy play needs.”

Nicole Melo, social media specialist at P.L.A.Y. (Pet Lifestyle and You), a San Francisco-based manufacturer, said that it’s time to give cats the spotlight they deserve.

In searching for cat toys, Melo said that cat owners are looking for the “same quality and creativity that go into products that their canine counterparts receive.” As a result, she said that cat toys are getting more innovative.

That being said, traditional toys always have a place. Helen Mendez, a sales associate at The Just Cats Store in Stamford, Conn., said that wands, feathers, crinkle balls and catnip toys remain top sellers. Cat owners like to see and often purchase new items, but they still love old favorites.

“Small catnip toys, in particular, are always a favorite,” Mendez said.

Denise Strong, owner of Pawz on Main, a pet supply store in Cottonwood, Ariz., added that the Yeowww! Catnip Banana is a top-selling cat toy in her store.

“I also carry their Fish and Stinkies catnip toys, but the Banana flies off the shelf,” she said.

Kaity Judson, manager of The Natural Pet Center at Ireland Corners in Gardiner, N.Y., said that she has found the newer cat owners are more interested in interactive toys and want to be more engaged with their pets. She said the new Kong LED balls with interactive fiber optics have been popular.

“We’ve also seen increased sales with the [Kong] Pull-A-Partz mats from pet parents that want the interaction,” Judson said. “Still, you need the old standbys like crinkle balls because they never go out of style.”

Retailers should keep in mind that cat owners are often looking for a similar experience to what dog owners get to have when shopping for toys. They don’t want to find that the cat section is a tiny back corner of the store.

“Have cat products front and center when customers walk through the door,” Melo said. “Walking into a pet store can be overwhelming, but we can make it easier for cat parents out there.”

Having a “cat toy of the month” is another great way to ensure cat toys are poised to sell, Melo added. She suggested spotlighting a toy for its unique features or bringing attention to an employee’s favorite toy.

“Also, share cat content on your social media page,” Melo said. “From experience, I can tell you that people love cat videos. If you have a resident store cat, film them trying out and testing new products. Post this video on your social platforms to encourage customers to purchase them for their cat. No store cat? Ask your customers to send in videos of their cats using products for a chance to be featured on your page. People love to show off their furry family members.”

Another way to liven up a store’s cat toy selection is to keep up with the latest offerings, and Melo reported that P.L.A.Y. is expanding its Feline Frenzy Cat Kicker toy collection.

“Last year we released our first kicker toys, the Tuna Baguette and Shrimp Purrito. Coming soon we will be adding some spooktacular Halloween favorites, a mummy and a scarecrow,” Melo said. “But we aren’t stopping there. We are also creating some killer plush toy sets that will be equally scary as they are cute. But don’t worry—not all of our new toys will fall under this category. We will also be launching some cuddly creatures too.”

Having a robust assortment of cat toys, with more opportunities for cat owners to find what they’re seeking or discover something new for their pets, can help boost sales for retailers.

“It’s important to carry a variety of toys for different types of play, with lots of features and benefits that would appeal to the informed cat parent today,” said Melissa Corbitt, brand manager for Petmate, a manufacturer in Arlington, Texas.

Helen Mendez, a sales associate at The Just Cats Store in Stamford, Conn., said that they try out as many new toys at the store as they can to see what will perform well.

“We are always bringing in new items and testing them out here so that we can stock a good variety,” Mendez said. “It also encourages people to come in and see what’s new.”

While there has been a tendency to assume all cats like the toys, Nicole Melo, social media specialist at P.L.A.Y. (Pet Lifestyle and You), a manufacturer in San Francisco, said that cats’ interests can be varied.

“Cats, just like dogs, have different play styles,” Melo said. “Some cats prefer more interactive play, while others prefer independent playtime. When searching for new products to carry, focus on providing your cat clientele with a wide assortment.”

In curating an optimal assortment, Melo suggested stores really get to know their cat-owning customers.

“Encourage your employees to ask customers about their pet’s play style so they can make the best recommendations,” Melo said. “For a cat who loves to ‘hunt’ or fetch, have small toys that can be tossed like our Feline Frenzy Wiggly Wormies. Some cats who have high energy would love to play with their human and jump after a wand. Or for the more independent cat, have toys available for your customers they can set and forget. A great example is our Peek-a-boo Mouse Interactive Cat Toy, featuring a mouse that runs around on a track. Finally, don’t forget to have toys with a variety of sounds—chirping, crinkles and bells are favorites among cats.”

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