(Published in Oct. 2008)

Toy-tally Tiny
Small dog toys have carved their own niche in the expanding toy market.
By Scott and Ann Springer

For many years owners of small dogs struggled to find toys small enough for their pint-size pooches to wrap their little mouths around.

But as the toy market has exploded, so have the numerous options on the market for even the most petite canines, says Anne Hossner, the sales manager of West Paw Design, a Bozeman, Mont.-based manufacturer.

"Retailers are paying attention and manufacturers are listening," Hossner says. "There's a growing demand for products that are catering to small dogs."

While the dogs that toy-around with these products may be small, sales of these products have been huge, Hossner says. "It's a booming market," she says. "We've yet to see a decline in the small dog toys market."

Forty percent of all toy sales at Paradise Poochie in St. Augustine, Fla. are purchased for small dogs, says the shop's owner, Debbie Kleckner.

Pint-Sized Products
Not only do manufacturers offer toys in smaller sizes, they also tailor their products specifically for toy breeds, says Rich Koliner, the vice president of sales and marketing for Multipet International, Inc. in Moonachie, N.J.

Owners of small breeds purchase everything from plush to plastic toys – just as large breed owners do. However, plush toys are the biggest sellers amongst small dog owners because their dogs can sink their teeth into the plush toys without destroying them, Kleckner says.

"Plush is our biggest seller for small dog owners," Kleckner says. "An owner thinks ‘I have a cute little dog so I want a cute, little, soft toy to go with it.'"

Consumers want toys that are attractive and soft but also durable and sturdy. "Cuteness is a big factor," Koliner says.

Bright and pastel colors are big hits with owners of teacups and miniature breeds, while earth tones and camouflage tend to miss the mark, says Loralei Zwitt, the owner of My Dog & Me in Houston, Texas. "Dogs may be colorblind but the owners are not," she says.

Baby items and baby hues make natural draws for owners of dainty dogs. "Many customers don't have kids so they like to do for their dogs what they never did for their kids," Kleckner says. "The teddy bears seem to always be popular with small dog owners."

Fun, novelty items sell well in some markets, too, Kleckner adds. "Armadillo toys are popular because we're in Florida," she says.

Materials for Miniatures
While styles and colors are important, consumers are increasingly concerned with the origin and ingredients of materials used in the products they buy, Kleckner says. She has shied away from carrying products that don't meet the standards she's set for her own animals.

An increasing awareness of this topic has made "green" toys – those made of eco-friendly, recycled, or recyclable materials – hot sellers, Hossner says.

Customers also want toys that will hold up over time. "They look at how the item performs," Kleckner says.

Retailers should stock nontoxic, durable rubber products for big chewers with little bodies, such as Jack Russell terriers and other active chewing breeds, says Emilye Schmale, the sales and marketing coordinator for JW Pet Company, Inc. in Teterboro, N.J.

Natural rubber toys offer resistance that plush toys can't and also work to clean Rover's gums, Schmale says.

Interactive toys that get small dogs off their owner's laps and into action are also popular, Schmale says. Toys that can hold treats or other toys can be highly interactive, she adds.

Hot Today, Not Tomorrow
Toys are an impulse buy and retailers should display their products with that in mind, Zwitt says.

"Especially in this economy, toys are easy to cut out of your budget," Zwitt says. "You have to really make sure you have your finger on the pulse of what your customers are looking for."

Offering a buy-one-get-one-free sale can really boost sales in a cautious economy, Zwitt says. "People are still looking for good value," she adds. "Well-thought-out promotions can help someone to promote their toy business in today's economic state."

For example, Zwitt has had great success in selling her plush toys, which range in price from $5 to $10. "Some manufacturers offer plush at a great value so I can still get a good mark-up on these products," she says. "With this promotion, people buy four toys instead of just one."

Retailers should remember that what is hot today may be gone tomorrow. "The toy business is funny because you'll bring a toy in and sell it out," Zwitt says. "But when you re-order it next month it just sits there."

Some products may remain good sellers and become staples in a store's line-up, but most toy inventory should consist mainly of new items, Zwitt says.

"To do any significant business in toys you have to bring newness to the category," Zwitt says. "Owners – particularly small dog owners – are looking for cuteness and newness."

According to Zwitt, sales of toys boils down to two main points. First, customers want to know if a particular toy is well-liked by other dogs, and second, they want to know if it's new and hip, she says.

Having a complete offering of products – in all sizes – helps owners of small dogs to feel represented. "Owners feel cared for when they can see that they have many options to bring to their small dog's life," Hossner says.

Grouping the teeniest of toys together in their own section can help retailers increase sales, Koliner says.

Cross-merchandising extra-small-sized toys with small-sized beds, treats, and clothing may also boost sales. "Having all small dog items in one spot will make it easier for the consumer to shop and will showcase this specific section," Koliner adds.