Today’s dog and cat owners are seeking durable toys that will keep their pets occupied, industry insiders report.
Spencer Williams, CEO and owner of West Paw, a manufacturer in Bozeman, Mont., noted an increased interest in toys that solve issues such as chewing, boredom or eating too quickly.
“Dog toys that encourage mental stimulation and problem solving have been a big driver of sales over the past years,” he continued. “West Paw offers many options in this quickly growing category of enrichment and treat toys such as Qwizl, Toppl, Tux, Tizzi and now Rumbl.”
Williams said that as a result of West Paw’s continued success with its Zogoflex treat toys, the company will expand the line further this year. A USA-made proprietary formula, the company’s Zogoflex plastic blend can be ground up and recycled into more Zogoflex toys.
James Harlow, manager at H3 Pet Supply, a pet store in Stratford, Conn., agreed that pet owners are looking for toys that will keep their pets occupied for longer periods of time, including lick mats and flavored toys.
“The No. 1 request we get is for a toy that will keep a pet busy,” he said. “For dogs, we’re getting a lot of requests for low-stuffing, flat toys that don’t shred as easily. For cats, we’re seeing an increased interest in lasers to help get some energy out.”
Sarah Ligori, owner of Frank’s Pet Shop in Streator, Ill., also reported that low-stuffing toys are a top seller right now.
“Everyone is busy and it’s a lot of added work to pick up shredded stuffing all over the house,” she said. “Pet parents want a toy that will keep their pet busy but not become a lot of added hassle for them.”
Of course, safety is also always a top concern with pet toys.
“Pet parents are looking for toys that are both safe and effective,” said Kris Kaiser, marketing specialist for DuckyWorld Products, maker of Yeowww! Catnip toys in Roseville, Minn. “Our toys were designed from the start with safety in mind by avoiding [sewn-on] or glued-on parts, strings, bells or anything else that could be dangerous if accidentally ingested.”
DuckyWorld designs its products to meet cat owners’ expectations of getting value for their money spent.
“Our toys are made with durable cotton twill, but most importantly, freshness of the catnip inside helps ensure that the cats respond to the toys, which is lots of fun for both the owners and the cats,” Kaiser added.
While pet owners want to keep their pets busy, at the end of the day, nothing is going to fully replace the human interaction that pets crave, said Peter Berman, owner of Rock Dog & Cat, a pet supply store in Eagle Rock, Calif. That’s why it’s important to set realistic expectations for what a toy can do, he added.
“I do think sometimes pet parents want to find a toy that will keep their pet busy for hours upon hours, and that’s just not feasible,” he said. “Pets are ultimately looking to spend time interacting with their owners.”
That being said, Berman noted that his recommendation for pet owners looking for a durable toy that will keep a pet occupied is usually a Fluff & Tuff toy.
“Pet parents like that the eyes of those toys are embroidered so they aren’t chewed off and become a choking hazard,” Berman said.
When it comes to toy design themes, Deborah Feng, director of operations for P.L.A.Y. (Pet Lifestyle And You), a manufacturer in San Francisco, said that food, animals and holidays are always a popular choice.
“The challenge for retailers is to find product lines that stand out amongst a sea of similar products that shoppers see across all channels,” Feng added. “Great design may leave shoppers with a good first impression, but features such as interactivity, enhanced durability or a story behind the toys—whether it’s eco-impact or contribution to some social cause—are often what add true value and allow toys to be differentiated.”
P.L.A.Y. has a couple of new toy collections for dogs including Snack Attack, food-themed plushes with fun options such as pizza and ice cream cone designs, and Blooming Buddies, a set of garden-themed plush toys. At press time, the company had plans to introduce its collaboration with Earth Rated, a Canadian manufacturer of pet cleanup products, at Global Pet Expo in Orlando, Fla., in March. Called Montreal Munchies, the toy collection will take dogs on a food tour of Montreal, home of Canadian cuisine and the Earth Rated office. The plush toy collection will feature surprising sounds, detachable components, and a sliding rope element for interactive play for dogs and humans.
On the cat side, P.L.A.Y. recently introduced a line of new cat kicker toys to its Feline Frenzy collection. The toys come in burrito and baguette designs with U.S. Department of Agriculture (USDA) certified organic catnip sewn in.
For retailers, keeping assortments fresh so that pet owners make repeated toy purchases throughout the year is key.
Making an effort to keep up with what’s new is crucial, said James Harlow, manager at H3 Pet Supply, a pet store in Stratford, Conn.
“We do spend a lot of time trying to keep up with brand-new toys—something that we rely heavily on our reps to help us with,” he said. “We also really listen to our customers as they often do a great job finding out about new products through social media, friends or family. If they’re telling us about something new, we’re listening and trying to bring it in.”
Sarah Ligori, owner of Frank’s Pet Shop in Streator, Ill., said that sometimes keeping things “fresh” is just a matter of moving toys around.
“We are constantly rotating our assortment of toys and putting them in different spots,” she said. “We do find that customers sometimes overlook a toy, even if it’s new, if it’s in the same place the toys have always been. So, we’ll move things around to inspire impulse buys. This strategy can also keep everything looking new and fresh even if it’s something we’ve carried for a while.”
Peter Berman, owner of Rock Dog & Cat, a pet supply store in Eagle Rock, Calif., said that pet owners tend to be brand loyal if they’ve found a toy that works, so he’s careful to keep up with what’s new amongst his customers’ favorite brands.
In addition to rotating toys and bringing in fresh lines, eye-catching displays can also make a big difference for pet specialty retailers looking to sell more in this category.
“You can creatively merchandise your toys and other products by strategically placing signs to call out the use of the toy and invite shoppers to touch and play out of package with the toy so they understand its function and value,” said Spencer Williams, CEO and owner of West Paw, a manufacturer in Bozeman, Mont. “Don’t forget to cross-merchandise with clip strips and treat toys near treats. For example, place balls with throwers and move displays around to create newness for repeat customers. And put a rotating selection of dog treats and treat toys near the register to show how they work for add-on sales.”
Additionally, Williams advised using videos to help increase engagement and showcase the functionality of how certain toys work.
Williams also suggested merchandising products by outside-the-box categories as an impactful way to classify toys.
“In other words, not by brands or play/chew styles but by categories such as: Made in the USA, Eco-Friendly, Ocean-Bound Plastics, Family-Owned Pet Company or Employee-Owned Pet Company,” he said. “Pet consumers may not always think of where their pet’s products are made, so this is a great way to highlight American-made toys and products, and an excellent way to differentiate what makes a brand special and unique. Even when retailers group products by a pet owner’s lifestyle, cross-selling will be much easier when the products that are made in America are called out.”
Deborah Feng, director of operations for P.L.A.Y. (Pet Lifestyle And You), a manufacturer in San Francisco, said that the company has seen several display strategies work well in stores that carry its products.
“We have seen many of our retail partners allocate space and use tasteful decorations to bring out certain themes, such as birthday parties, back to school or Halloween,” Feng said. “Most of our toy collections come with free POP displays that are hassle free and ready to go in a variety of retail settings. Alternatively, we have also seen retailers being very successful with the more traditional model of peg walls, endcaps or shelves. The key is to dedicate enough real estate for brand [blocking] so it’s eye catching and appealing to shoppers.”
Kris Kaiser, marketing specialist for DuckyWorld Products, the Roseville, Minn.-based maker of Yeowww! Catnip toys, recommends using displays.
“Typically, we find that displays move up to 40 percent more product when kept full as opposed to pegging alone,” Kaiser said. “Our displays are designed with bright colors and eye-catching graphics to draw customers in. When they touch and smell the toys, the quality of our products speaks for themselves. We continuously work with retailers with ways to ‘light up’ their cat sections with funny and bright toy and display options.”
James Harlow, manager at H3 Pet Supply, a pet store in Stratford, Conn., noted that the location of toys is key.
“All shopping aisles end at our toy wall, so you see it, no matter what you’re shopping for,” he said. “We also have cat toys displayed by the canned food and at the register for impulse buys.”
Sarah Ligori, owner of Frank’s Pet Shop in Streator, Ill., said that using the word “Play” in any signage related to the toy section has made a big difference at her store. It’s about evoking a feeling, she noted.
“The emotional well-being of pets is really important to their owners, and that’s what toys are all about,” she added. “Getting customers in the mindset of wanting to spend more time with their pet by playing is what helps us to sell more toys.”
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