(Published in Oct. 2006)

Chew On This
Improved materials and quality highlights today's toys for large-breed dogs
By Scott and Ann Springer

Most owners of large-breed dogs can relate a story about coming home to find their pet had partaken in a destructive rampage in their absence.

Maybe their German Shepherd shredded a favorite shoe or slipper into a million pieces and spread throughout the house.

Or perhaps their lab puppy used the legs of the brand new coffee table as a teething toy.

"When a dog presents a chewed-up toy or shoe to the owner, the dog sees it as a trophy," says Dan Overbeck, the vice president of Golden, Colo.-based KONG Company. "The dog thinks he's done a great job, but that's not the view of the owner."

Regardless of the breed or the type of destructive or inappropriate behavior that has occurred, you've likely had customers come in to your shop and ask you for advice on how to make Fido keep his paws and jaws off their stuff.

Toys can help dogs mimic natural instinct behaviors and are an important tool for owners of large and working-dog breeds that can do the most damage.

"The bare minimum that a dog should exercise is 30 minutes a day," says Ren Moulton, president and director of product development for Dogmatic, a Brooklyn, N.Y. manufacturer. "But it could be more, depending on the breed, and where they are in the life cycle."

Overbeck cautions that if dogs aren't stimulated or exercised to meet their natural instinct of their breed, they will find less constructive ways to fill their needs.

"They need to be kept busy hunting, searching, or herding, or whatever their natural instincts are," Overbeck says. "The alternative is that the dog will say, ‘I am going to destroy this if I don't have something to do.'"

Powerful Products
In recent years, manufacturers have developed toys that take a tough beating from the biggest and best of chewers.

"In the past, the types of materials used weren't considered to be environmentally friendly, or if they did degrade overtime, they were potentially harmful if ingested," Moulton says.

Susie Atherton says that she's seen drastic improvements in the construction and design of toys. Atherton is the owner of Canine Creek Dog Wash & Boutique in Tehachapi, Calif., and the owner of a Boxer, a Great Dane and "three destructive Labs," as she calls them.

"Durability has gone up as technology has improved," Atherton says. "Hard nylon and rubber compounds seem to be getting better."

Some manufacturers are combining two durable materials, such as rubber and heavy plastic, to make a longer-lasting product.

"The dog still gets to exercise their gums, but the toy has the strength and durability that the consumer is looking for," Overbeck says.

However, some breeds that would be found hunting in the wild, such as a border collie, may not find rubber or plastic appealing, and may prefer a soft plush toy to sink their teeth into.

But all plush toys are not created equal. While some are poorly constructed and would be devoured by a Lab in a heartbeat, others are created to exceed safety standards for child's toys.

"Some products have more layers of fabric and multiple rows of stitching," Atherton says. "They've taken the extra step."

Other manufacturers believe the secret to soft and durable toys is in the fabrics themselves.

"We partner with the mill and start with a durable fabric on the back that is very soft on the front," says Spencer Williams, the president of West Paw Design located in Bozeman, Mont. "We start with the fabric and that's key."

The shape of a soft toy may also make it more vulnerable to a dog's teeth. "If the fabric forms a hard edge, the dog may be able to chew through it," Williams says.

It's a myth that soft toys are weak toys, Williams says.

Stitching on plush or soft fabric toys has also improved, increasing the resistance to ripping and tearing.

"We will hand sew parts of the toys together to ensure the most strength possible," Williams says.

Interactive toys, such as golf clubs that allow the owner to practice their swing while Rover fetches the ball, have been popular amongst consumers, says Betsy Myers, a partner at Hyper Products a Wayzata, Minn.-based manufacturer.

Planet Dog, a company that was created for and still caters to large dogs, has created a line of products for large-breed puppies.

"We partnered with a veterinarian who educated us about the jaws of a puppy," says Stephanie Volo, the co-owner and president of Planet Dog, located in Portland, Maine. "Their teeth are fragile, but they need to develop muscles in their jaws, but their toys need to be softer and more pliable."

They produce a graspable toy with a treat spot that is multi-functional to appeal to multiple behaviors like fetching, chewing and interacting with their owner.

Tinkering With Toys
Manufacturers compete in quality and innovation in this category where durability is a major driving force of sales, Moulton says.

New products are coming into this competitive market continually.

Some trends in this category focus on rubber and materials that are unpredictable and have randomness to their shape, Moulton says.

Another trend has been to combine play time with treats. "It's a major trend and we don't see that slowing down at all," Moulton says.

Just as collars expand as a puppy grows, toys are being designed to grow up with the dog too.

"The trend that we're seeing in the industry is more toys that also development tools and become more complex over time," Moulton says. "As the dog grows they can add layers of complexity."

Motion- and pressure-sensor technology is in the works for Dogmatic, who plans to have a new line of high-tech toys for latch-key pets and big breeds in early 2007.

However, some manufacturers are simplifying toys and appealing to the non-tech savvy consumers as well.

"We've really seen growth on both ends of the spectrum," Moulton says.

A Match Made in Heaven
The trick for retailers is to match the appropriate durable toy with the right destructive dog in need of an outlet.

"The retailer should spend the time to understand the dog's problem as the consumer sees it," Overbeck says.

Ask a few questions to get to the heart of the problem. For example, you may ask, What has the consumer already tried and what types of household items are the dog's favorites?

Atherton probes even further to match the dog with the best toy. "We ask them what kind of chewer they are, if they like shake the toy in their mouth, if they use their back teeth to chew on it, or if the use their front teeth to pick it apart," Atherton says.

Atherton also asks about the types of household items the dog is attracted to. "You have to find out what the dogs' play style and chewing preferences are," Atherton says.

Interactive toys may be the ticket for high-energy dogs that may not have their needs met by a chew toy, Meyers says.

Match the dogs' preferences with your own experiences with the toys on your shelf.

Atherton offers her employees a hearty discount on products so she can broaden her knowledge of the inventory on her shelves.

"The best way to sell a product is to have first-hand knowledge and experience with it," Atherton says. "We all have multiple dogs and we learn from each other because we spend a lot of time talking amongst ourselves about how our dogs liked certain products."

"I think my staff gets a kick out of finding and filling the customers' needs," Atherton says. "It's a science."