(Published in June 2006)

Work Like A Dog
Cat and dog toys are more interactive than ever
By Scott and Ann Springer

Interaction is important for owners and pets to bond, but owners want toys that don't work them like a dog. New cat and dog toys lining the shelves of retail shops are intended to give pets a workout with minimal effort on the part of the owner.

"One of the big trends we've seen is interactive play that allows pet owners to play with their pets without having to bring an elaborate amount of stuff with them," says Tobi Hall, the marketing manager for Happy Dog Toys, a Phoenix, Ariz.-based manufacturer. "It also allows them to play with their pets in their home if the weather isn't nice enough to go outside."

Dog Toys
Classic fetch toys are now easier to transport thanks to ball holsters that attach to the hip, and they are cleaner thanks to gadgets that pick up slobbered-on tennis balls and launch them without the owner ever having to touch them. "These toys allow owners to play a game of fetch with their dogs without any strain on the part of the owners," Hall says.

Ball throwers have been top sellers for Brian Ahearn, the owner of Four Your Paws Only, in North Conway Village, N.H.

"We have a new golf club driver that holds the ball in the compartment and releases when you swing," Ahearn says. "It's great because you don't have to pick up the slimy ball."

Floating toys are also popular with shoppers at Four Your Paws Only, Ahearn says. "Almost every toy has the ability to float these days," Ahearn says.

These products have all become more durable in recent years, and as competition has increased, so has quality and safety. "More thought has gone into pets' needs and their instinct to chew for comfort," Hall says.

Fleece toys, which in previous years were more take-and-toss, now come layered with ballistic nylon and even PVC filling and are stitched with a material similar to those used by carpet layers.

"We've had a lot of luck with these in the past six or seven months," Ahearn says. "People love them, and we have lots of shapes and sizes."

Most products are dishwasher- or washing machine-safe because of increased durability. "We have more products coming out that you can pop right into the dishwasher," Hall says.

Cat Toys
Cat toys have taken the old game of cat and mouse to a new level. A popular toy on the market is a glove with mice attached to the fingertips by elastic lines.

"The mice are detachable and replaceable," says Cynthia Neiman, the vice president of marketing at Bamboo, a manufacturer located in North Hills, Calif.

Fishing poles, which can be cast out from the couch, provide hours of fun and exercise for a housebound cat. "Cats love a game of pounce," Neiman says. "You can reel it in slowly and they jump on it."

Another new cat toy attaches to the table and resembles a punching clown because it pops back up when a cat swats at it.

Like Kids in a Candy Store
Toys are fun and easy impulse buys for consumers. Make sure new and easy-to-use toys are temptingly displayed for consumers so they can't resist the purchase.

Have an endcap in the front of the store highlighting new toys. "Rotate them constantly," Ahearn says. "It's the best way to promote new toys."

Try creating an endcap or specialty display of products that all provide exercise for pets with minimal effort for the owner.

"If you have a customer with a physical limitation that is creating issues for them to exercise their pet, this would offer them many great solutions all right there," Hall says. "Otherwise great solutions and convenient products can get lost in the shuffle."

Like kids in a candy store, dogs love to test out new toys at the pet store. "Have toys available for people to try," Ahearn says. "Let people touch them and use them. Be hands on."

Put your own dog to work in your shop. "Let the dogs that you have in your store play with new toys," Ahearn says.

Neiman recommends using a fishing reel for cats or another interactive toy to attract attention. "It really catches people's eye and they come over to see what is going on," Neiman says.

Have employees test the new toys on their dog or cat and home and then label toys as a "Favorite of Fluffy" or "Top Pick of Fido," Neiman suggests.

"Any time a retailer can make personal recommendations it helps the sale of any item," Nieman says. "To walk up to a customer and say, ‘That is my dog's favorite toy,' helps to close a sale more than anything, and it adds a different level of connection to your customer."

Scott and Ann Springer are frequent contributors to the magazine.