(Published in Feb. 2008)

Never Too Young For Fun
Toys made just for puppies are carving their own niche in the dog toy segment.
By Scott and Ann Springer

While the dog toy market is unarguably one of the larger segments in the pet industry, the puppy toy niche is growing to maturity alongside its adult counterpart.

The puppy toy market is red hot right now, says Ren Moulton, the president and chief product developer for Dogmatic Products, Inc., a Brooklyn, N.Y.-based manufacturer. "There's been a market gap on the supply side," Moulton says. "We've known about the demand for these products for years."

After years of research and development, lots of new and innovative products are hitting the marketplace to aid in the development of young pups, alleviate boredom for "latch-key pets," and create opportunities for more human and pet interaction, Moulton says.

Twenty-percent of Alyce Duffy's dog toys displayed in her Hockessin, Del. pet store, Whiskazz and Pawzz, is puppy toys. "I think there's more awareness that these products are out there for consumers," Duffy says.

Trends and Innovations
"Safety is far and away the biggest trend in this category," says Spencer Williams, the president of West Paw Designs, located in Bozeman, Mont. Just as people want to know that their children are safe, owners feel the same protective vibe for their puppies.

Because of the danger of small parts dislodging from a product during use, it's important for retailers to look at the durability of a product before they order it. "Durability is really a safety issue," Williams says.

The second big trend Williams has seen in this category is in products becoming more like their baby counterparts. "People want to buy things that are cuddly and soft so that they feel like they're treating their puppy like a baby," Williams says.

The eco-friendly trend has also hit the puppy toy products segment, and consumers are seeking out products that are safe for the environment as well as their four-legged friends, Williams says.

Balls that bounce and make noise sell well in Duffy's shop. Ninety-percent of her canine customers have snatched up these fun and interaction toys – especially dogs trained for agility. However, more timid breeds are intimidated by the lights and sounds of these fancy balls.

Hard rubber toys with treats embedded inside are also hot commodities for Duffy. "They're like pacifiers to a child," Duffy says.

Freezable-teething toys are all the rage with customers at Precious Pets, in Norcross, Ga., many of whom seek alternatives for their pets who like to chew on furniture. "As they're chewing these toys, the water melts in their mouths, and it's soothing on their gums," says Gayle Dalton-Smith, the co-owner of the shop.

Safe From The Inside Out
Recalls in the pet food industry, as well as recalls in children's toys, have prompted consumers to be wary of puppy toys they purchase, Duffy says.

Duffy fields many questions from customers in her shop about the origin of her products and so she no longer carries any hard rubber toys from China. "If I can't honestly say that they are safe or not, then I'm not going to carry them," she says.

Some manufacturers use specially-designed rubber made to withstand the beating of diamond-sharp puppy teeth, but are still soft enough for their smaller-sized jaws. "Puppies chew so much more than adult dogs, but it's a different kind of chewing that they do," says Dan Overbeck, the vice president of The KONG Company, a Golden, Colo.-based manufacturer.

Chewing is a normal part of the developmental process, Moulton says. "It's not because they're bad," he says. "Their brains are yearning for it."

Some toys – like those made of plush or soft materials – may not be appropriate during oral fixation stages. As the dog matures, softer toys may be added back into the playtime routine.

Many manufacturers offer products that are safer and more size-appropriate for puppies and small breeds such as tennis balls, Frisbees, and plush toys without stuffing, Overbeck says.

Education and Display and Promo
New puppy parents will spend more cash on their little pets in the first few years of their lives than they will in the next years following the puppy stage, Overbeck says. "The more choices they have that are puppy-oriented, the more money they will spend," he says. "You should designate a section to puppy products."

"Welcome Puppy" baskets filled with essentials for the newborn pup – such as toys, treats, and puppy announcements – can be a good way to drive sales, Duffy says. These cute baskets can be displayed prominently in a store.

Mannequins modeling puppy collars and extra-small outfits can be placed in conjunction with puppy toys in the shape of bottles or pacifiers and bite-sized treats to draw customers into a puppy section of a shop, says Dalton-Smith. "It's a cute way to draw their eyes to the display," she says.

Creating signage with a store brand or logo on it can give customers more confidence in the products that are available for their new little bundle. Writing a simple product description that includes pricing, feedback from customers who previously purchased the product, and a bit of humor to keep things light, may just the ticket to increase sales, Duffy suggests.

Toys must first appeal to the pet owner and then to the pet themselves. Signage can help break down the first of these two sales detractors. "If the owner loves it and the dog doesn't then that doesn't really solve the problem either," Overbeck says. "It has to be easy for the dog to access and chew on, but it also has to appeal to the owner."

Scott and Ann Springer are frequent contributors to the magazine.