Toys for the Picky Pet: Brands Discuss What’s on Tap for Playtime in 2025

There’s a term for some pets … fussy, finicky, selective, demanding, particular, picky. Some people even describe their pets as “hard to please.”

We know that, for all pet categories, toys are a necessity. After all, mental stimulation and enrichment are vital for a pet’s well-being. Be it a bird playing with a bell, a ferret chasing a ball or a cat grasping and kicking a catnip toy, it’s clear that playtime is an essential part of pet ownership. And toy manufacturers are sharing their feelings on what to expect from them in 2025.

Founded in 2003 in Phoenix, Arizona, MyDogToy began its journey with a mission to bring joy to pets through a collection of durable dog toys designed for long-lasting play. The company’s unique construction methods set it apart, ensuring toys that stand up to even the most enthusiastic chewers.

Today, the company offers an impressive assortment of over 550 SKUs, catering to dogs of all breeds and sizes. Its commitment to creativity and innovation drives the introduction of at least 10 new products each year, ensuring a fresh and exciting selection for pet owners. The company’s portfolio now includes popular brands like Tuffy, Mighty Toys, Silly Squeakers and DuraForce, each tailored to meet the diverse play preferences and habits of dogs.

“As we look ahead to 2025, we’ve found that pet parents are increasingly focused on finding high-quality toys that provide lasting value at an affordable price,” Stephen Sacra, founder and CEO of MyDogToy. “With the evolving economic landscape, the emphasis is on durability and functionality, ensuring that every purchase stretches further while keeping pets engaged and happy. The future of pet toys lies in delivering exceptional quality without compromising affordability.”

Bill Parsons, account manager at San Francisco-based P.L.A.Y. (Pet Lifestyle and You), notes that plush-themed dog toys have long been his company’s specialty, and these whimsical products have remained the most in-demand style of dog toy on the market. However, he believes there are some strong trends from last year that are likely to carry over into 2025.

“The top trend that remains strong is treat-focused enrichment toys designed to bring playtime and snack or mealtime together and create challenges for pups that mentally engage them,” Parsons noted. “In this category, P.L.A.Y. offers our top-selling U.S.-made EverLick Mats in two sizes for big and little pups, and even cats. The EverLick Mat can help reduce rapid feeding and keep pets focused and engaged while they try to get wet snacks or food out of all the nooks and cranny. Additionally, P.L.A.Y.’s Snuffle Mats offer a unique search experience for pups. These styles are particularly good for pets that are food motivated. Snuffle Mats, available in six styles, are an excellent puzzle toy designed to keep dogs engaged while they dig through various pockets and for hidden treats.”

Another well-known company that produces American-made toys is SodaPup, a veteran-owned business that was founded in 2013. Founded by Adam Baker, the veteran-owned company manufactures its products in the United States with sustainability as a lead business practice. SodaPup specializes in the design and development of American-made dog toys and enrichment products that are innovative, safe and environmentally friendly. Baker has taken nylon chew toys and evolved them into enrichment toys that is part lick mat-part a toy, and it’s been a formula for success.

Recently, SodaPup expanded its popular Mandala product line with the introduction of Mandala Softies and a new Lotus Lickmat. These two exciting new additions bring a fresh, functional twist to SodaPup’s already popular enrichment offerings.

Like SodaPup, West Paw has become a household name thanks to its wide selection of toys. Family-owned and operated from Bozeman, Montana, West Paw has recycled almost 150,000 pounds of award-winning dog toys and innovated a toy line that reclaims ocean-bound plastic.

“We were at the forefront of the enrichment trend when we introduced our best-selling Toppl over a decade ago, and we continue to see that consumers are more focused on enrichment than ever,” Said Spencer Williams, West Paw founder and CEO. “They are looking for better and better innovation at the intersection of play, mental stimulation, and feeding.  With this in mind, we see feeding accessories and toys continuing to converge in the year ahead.”

According to Williams, the successful retailer is the one that stays updated on the latest pet trends, which results in that store becoming the go-to spot for what’s hot. He adds that consumers are becoming very savvy on the safety and durability of pet toys because they recognize that, while there are lots of options out there, many are inferior products that put their dogs at risk.

“When retailers sell our creamy treats — which are all vegan — alongside our Toppl, Tux or Rumbl, they see how important it is to pair clean, limited-ingredient treats alongside the safest, most durable toys,” Williams noted. “This pairing is so natural.”

For 30 years, Starmark has been a world leader in pet education, with its dog training and boarding center growing to be one of the largest and most comprehensive in the world by providing practical training solutions and luxury boarding services. This understanding of dogs and hands-on knowledge finds its way into the development of the pet products that the brand creates and sells throughout the U.S. and in over 45 countries. This includes treats and toys that are made in Texas at Starmark’s FDA- and APHIS-approved manufacturing facility.

“We think interactive toys will remain a growing sect within the dog toy category as pet parents realize the important role they play in dogs’ lives: a source of mental stimulation to maintain sharp cognitive faculties; an outlet for physical exercise; a source of comfort in times of stress or anxiety; and a preventative for destructive boredom behaviors,” said Emily Benson, marketing director at Starmark Pet Products. “Manufacturers are, in turn, responding with ever-evolving lines of products to keep pets entertained and challenged for longer periods of time. This includes expanding product designs to keep pets busy for longer periods of time, as well as new materials for added durability and safety.”

Starmark is one of several pet manufacturers that points to toys designed to fit proprietary treats as being a quickly expanding area of the pet industry. These toys create built-in sales for retailers, particularly when they’re merchandised together.

“They are not only easy for consumers to determine which treat best fits their chosen toy, they also create built-in sales for retailers, particularly when the toys and treats are merchandised together,” Benson explained. “Pet parents and retailers alike are also seeking more U.S.-made products, and manufacturers are acting by increasing their production capabilities and material options within the U.S.”

Starmark’s Everlasting Bento Ball, Everlasting Sprocket and Treat Dispensing Chew Ball are among its top selling toys. Both the Bento Ball and Sprocket utilize Starmark’s Everlasting Treats that must be chewed to be removed. In addition, the Everlasting Treats are designed to mimic the hardness of natural bone, so they grind down slowly and, according to Benson, dogs love the flavor. Meanwhile, the Chew Ball can be filled with small treats or kibble, and it features “fingers” at the openings to prevent food from falling out too easily.

“All three of these toys are made from our custom-blended material that is puncture and tear resistant for superior durability,” Beson added.

Recognized for its innovative designs, Tall Tails takes pride in using the best quality fabrics, reinforcing them with multi-layer mesh fabric on design sculpts that bring the cuteness of its toy characters to life. The brand also recognizes the value of consumer feedback and keeping on top of the latest pop culture trends.

For instance, Tall Tails understood that the “one toy fits all” theory doesn’t work. Some dogs prefer to fetch while other pups enjoy tugging games. As a result, Tall Tails built out its categories of play: Fetch, Tug, Sensory and Reward. By categorizing play styles, pet parents can determine which toys are the best for their dogs.

“Tall Tails continues to analyze emerging trends of modern pet parents, listen to retailers and customers, as well as deepen our understanding of dogs,” said George Barton, director of marketing at Tall Tails.

He adds that the brand has big plans for 2025, with several new toy launches to meet the growing needs of multi-sensory stimulation, boredom buster toys, durable toys and eco-friendly toys. The first launch is schedule to take place this month, when Tall Tails releases Fling & Fly Plush Toys that are designed to engage multiple senses such as scent, sound and touch. These plush squeaker toys feature rope-structured wings and provide a cuddly experience as well as an indoor active fetch experience.

When it comes to cats, toys can help them stay active and keep their minds sharp. There are two types of cats: those that like to play and those that need to play. Whether a cat finds enjoyment in playing and stimulating its natural hunting skills or it requires encouragement to play to shed a few pounds, all cats require interactive engagement in their lives.

That said, interactive play offers a bonus. Not only does it benefit a cat’s mental and physical health, but it also strengthens the human-animal bond — and that’s why cat wands are the perfect gateway for this engagement.

Cats are typically the most eager to play with toys that can be batted, chased or flicked. Adding catnip — a member of the mint family — to the mix, and some cats become even more engaged. For this reason, many toys combine optimal play features with the inclusion of catnip. There is no question that catnip — as well as silvervine and valerian — is an important component of the interactive toy category. Parsons at P.L.A.Y. believes that consumers, like their cats, are looking for a wide range of aspects when searching for cat toys.

“From features and functionality to fun shapes and designs, the options are wide ranging,” Parsons said. “At P.L.A.Y., we pride ourselves on our fun and whimsical designs but also on creating cat toys with unique features as well. All P.L.A.Y. cat toys have organic catnip and at least one interactive element like crinkle or special texture. We are at the top of trends for these combinations and the themed designs make them some of the most popular in the market.”

He points to an overlooked trend in the cat market, and that is a growing diversity in shapes and sizes.

“P.L.A.Y. expanded our Feline Frenzy Collection to include large kickers to cater to a greater variety of feline play styles,” Parsons noted. “These larger toys can offer cats the opportunity to engage in different ways than traditionally smaller cat toys. Not only do we have interactive toys for cats, but we have also added a few lounge and play cat products like our Cat Crinkle Sack and Purrfect Playtime Mat. The Cat Crinkle Sack is thoughtfully designed from upcycled fabrics from our luxury bedding line and is the perfect blend of comfort and crinkles and has a feather for added fun. The Purrfect Playtime mat is also crafted from upcycled fabrics and is a symphony of crinkles and tantalizing dangly fabrics. For an extra touch of allure, the mat features a discreet back pocket to insert catnip.”

Cat wands are a must-stock toy for retailers, primarily because they encourage the interaction between cats and their parents. Vee Enterprises has been a pioneer and innovator of cat toys since its groundbreaking debut in 1988, when Vee founders Lorie and Steve Viner introduced the first interactive cat toy, The PURRfect Cat Toy. The creative design of infusing teaser elements of movement and sound with durable, pet-safe materials set the standard for interactive cat toys.

In 1990, Vee solidified its reputation for quality, American-made cat toys by introducing The PURRfect Feather Cat Toy. This long wand interactive cat toy separated Vee from its competitors by using natural feathers and soft pliable connections, keeping cats safe from chemicals and dangerous metal parts. Today, after 37 years in business, Vee continues to create new, attractive and innovative products while maintaining its reputation of top-of-the-line quality. With more than a dozen cat wand SKUs, Vee offers a toy for every type of cat. According to Vee sales manager Eric Merva, one of the most popular wands among pet parents is the PURRfect Leather Bouncer Cat Toy.

“To think it all started with one cat named Max, who sparked an idea in owner and president of the company Lorie Viner’s mind,” Merva explained. “His constant need for attention and stimulation would be the catalyst for a brand of toys to help others just as he was, find a way to release their energy and fill their desire to hunt, chase, paw, claw and capture. Thus, the PURRfect Cat toy was created and over the years would grow into an array of interactive cat toy wands proudly made in the U.S.A. with all U.S.-manufactured parts.”

Following the success of the original PURRfect Cat Toy natural feathers were introduced into the PURRfect line as well as other feline favored materials such as natural leather tassels, soft satin stings and corded ropes. Vee’s newest addition to natural materials came in the form of hemp cord. The PURRfect Wild Hemp Cat Toy is one of Vee’s most recent innovations and has been a hit ever since its launch. Daring cats to unleash their wild side, this toy is sure to entice any cat with its colorful natural feathers and natural hemp cords.

As an American made pet products manufacturer, Vee Enterprises has no plans to slow down. Continuing its pursuit of making quality toys that are both entertaining and safe for animal play, the brand has ventured into making an interactive toy for dogs of all breeds and sizes. The Chase N’ Pull Dog Toy is beloved by trainers and pet owners and comes in three sizes for different breeds. According to Merva, the Chase N’ Pull Dog Toy is a great tool for indoor/outdoor exercise.

“Not only does it increase coordination, but it also promotes bonding between you and your dog,” he noted. “The Chase N’ Pull follows our guiding principles of 100 percent nontoxic, U.S.-made parts, U.S.-manufactured and always innovative. These principles have helped Vee to receive numerous industry accolades and a reputation for safe, reliable, long lasting and fun pet products for well over a quarter of a century.”

Whether feline, canine or any other pet species, the importance of mental and physical interaction and stimulation to a pet’s health remains the same. Retailers have an opportunity to provide pet owners with ways to provide exercise, relieve boredom and prevent anxiety in their most beloved companions.

One would think that selling toys probably is an easy gig, but that is not the case. To ensure pet toy sales success, savvy pet retailers would be wise to provide a diverse selection of toys. Retailers should carefully plan their assortment to offer the most variety without duplication, as this will appeal to a wide range of consumer preferences.

Barton at Tall Tails advises retailers to strategically place dog treats alongside treat dispensers to entice customers to explore complementary products, thus increasing their market basket size and selling more in their stores. Whether it’s a durable chew toy next to dog-safe peanut butter or a puzzle toy on a shelf with compatible treat trainers, cross-merchandising toys and treats is the key to retailer success.

“By highlighting the symbiotic relationship between treats and toys, retailers can empower pet parents to make informed choices that prioritize their pet’s physical and mental well-being,” he noted. “Emphasize the importance of selecting treats made from high-quality ingredients, free from artificial additives and fillers, to ensure optimal health and nutrition for furry friends.”

Benson at Starmark agrees, adding that keeping toy-treat combinations together helps avoid confusion with customers.

“It also creates a path to the customer picking up treat refills for their new toy at time of purchase or give store employees the opportunity to ask if refills are needed at check out,” she added. “Stores can also work with manufacturers or distributors on promotions tied to sales of toys and refill treats purchased together or simply the refill treats. BOGO promotions, where a refill is obtained with purchase of a toy or with multiple packages of refills, will work well to increase the basket as customers are more prone to purchase refills in multiples due to their consumable nature.”