(Published in Dec. 2005)

Toy With Me
How to maximize sales of plush dog toys
By Scott and Ann Springer

"Plush toys are like pantyhose—they aren't intended to last forever," says Loralei Zwitt, owner of My Dog and Me, a retail shop in Houston, Texas.

It may be true that plush dog toys don't last forever, but they are more durable than ever thanks to improvements in the fabric quality and stitching. Additionally, plush toys are composed of more than just the basic squeaker and stuffing, with increasingly more innovative and interactive designs.

Plush toys have taken on a new identity as this segment has evolved in recent years, and now, have more widespread appeal to dogs of all sizes and chewing capacities.
These disposable items can yield high margins if retailers stock their shelves with the latest and greatest toys.

Today's Trends
In the past, it was hard to decipher between plush dog toys and a child's stuffed animal, or what Mark Hirschberg, the president of Multipet International based in Moonachie, N.J., refers to as "carnival plush."

However, these soft and cuddly toys have advanced to withstand a beating from even the toughest chewers.

The components of the toys have received a makeover with new fabrics and fillings to appeal to dogs and their owners across the board.

"There are more diverse fabrics and colors," Hirschberg says. "The fabrics are changing. Now there are some that are velvety, others that are a sock-type material, some are corduroy, and some that are a felt-type."

Quality is increasing as well. "Seams are sewn better and eyes and other parts are actually sewn in," Hirschberg says.

Top-quality silk or silk-coated thread has increased durability and longevity of toys in this category, says Pamela Reeder, the owner of Haute Diggity Dog, a Las Vegas, Nev.-based manufacturer. You should look for plush toys that are "made differently than an inexpensive toy so they can't be torn apart easily," Reeder says.

Squeakers have upgraded in recent years from the basic noisemakers to varieties that do everything from giggle to make realistic animal sounds, Zwitt says.

You should also line your shelves with interactive toys. "You have hide-a-toys where the dogs really have to work to get all three parts to come out," Zwitt says. "Those are continual best sellers, so I always have those in stock."

The interactive component to plush toys increases their value. "It becomes a boredom buster and a soft toy in one," says Katherine Griesel, the manager of Especially For Pets, a retail shop located in Sudbury, Mass.

Plush toys were once not even an option for some large dog breeds because they weren't durable enough, but manufacturers are using new fillings or no fillings to make these toys available to large breeds.

"Some of the toys have no stuffing in them, but are entirely plush fabric with a fleece pouch, and they have replaceable squeakers," Zwitt says. "They are popular for dogs who are big chewers."

Traditional plush product lines have received an exterior face-lift, too. Items such as bears and other stuffed animals are also on the outs with new creative designs mimicking name brands of people products.

Pick of the Litter
With so many items in this category, you must be choosy about which plush toys they order.

Quality is first and foremost because these toys can be a choking hazard if they aren't well constructed. You may be tempted to go for a lower quality and price, Griesel warns, but "you want toys with good stitching and thick material."

Carefully inspect the toys and observe the quality of the toys' ingredients.

"Make sure you have a higher pile of plush. Plush has piling similar to carpeting," Hirschberg says. "Also make sure any attachments on the toy are securely attached."

Second, you need to have lots of variety. "We have a huge selection and try to have all sorts of different toys available," Griesel says.

Be selective about which plush toys you re-order because they may not be so popular on the second go-around. "Very few plush toys that I have re-ordered have sold at the same rate they have when I first ordered them," Zwitt says. "However, some of the staples are sold on a continual basis."

Follow human fashion trends and be aware of what is selling well in human markets. "Pastels and preppy plaids are especially hot right now," Hirschberg says.

Collections are increasingly more popular amongst consumers. "Be sure you have enough of a collection to make a statement," Reeder says. "You can also get multiple sales that way."

That Doggie in the Window
You should also carry all of the colors of the rainbow to have something to entice every taste and create visually appealing displays. For example, Zwitt has an entire wall of her store dedicated to plush toys with a sign hanging overhead that says, "Toy With Me."

Zwitt has learned how to order her plush product line by trial and error over the years. "As I have seen certain trends and what people are drawn to I was able to get a better handle on what will sell," Zwitt says.

Toys with lots of detail and parts may look like adorable items, but can actually scare off customers who are afraid those extra parts may be chewing hazards, Zwitt says.

Increase sales margins by comparison shopping. "You have to shop around because there may be as much as $2 to $3 difference when you are buying name-brand toys," Zwitt says.

The plush category is a top seller because these toys appeal to both pooches and their human counterparts.

Zwitt believes plush is such a hit with dogs because it appeals to their natural instincts. "Dogs have evolved from predators," Zwitt says. "Plush toys simulate what a canine in the wild would be hunting."

Dogs are also drawn towards plush because "They can get their scent on it and then they know it's their toy," Hirschberg says.

While the dogs may be drawn to the texture of the toys, it's the dog owners who are drawn to their color and design. "I don't think the dog cares what it looks like," Zwitt says. "The toys are designed for the people not the dogs."

Scott and Ann Springer are frequent contributors to Pet Product News.