Chew Toy Remembrance Day: Edgard & Cooper Stages Viking Funeral in Seaside Town of Margate

The seaside beaches of Margate played host on May 21 to something quite unlike anything seen on the Kent coast before in England.

Edgard & Cooper, the European natural pet food brand and one of the most committed advocates for pets, staged a Viking Funeral — a ceremonial send-off for chew toys that have been loved, chewed, and destroyed in the line of duty.

A three-meter Viking boat, complete with a dog’s head at the bow and a tail at the stern, made its way to the shore carrying the fallen toys of dogs across the country — each one submitted by its owner as part of a nomination campaign ahead of the event. It was, by all accounts, a fitting farewell.

The occasion?

According to the (very official, and definitely not human-made) Pet Holiday Calendar, Chew Toy Remembrance Day is a day dedicated to honouring the toys that served their dogs faithfully and recognising the bond between dogs and the people who love them. Edgard & Cooper, true to form, decided the only appropriate response was a full Viking ceremony on Margate beach.

And because every good Viking story has a circle of life, the journey doesn’t end there. In the spirit of the Norse belief that what is honored passes on to be reborn anew, new chew toys will be donated to a shelter partner in Southern England — because every dog deserves something worth enjoying, or destroying, whatever they see fit. Over 100 toys have been donated by pets.

The Viking Funeral is the latest chapter in the Pet Holiday Calendar — a year-round program of activations built by and for pets, who deserve to be celebrated, not just fed.  Previous events include The Ball Ball, a Bridgerton-style immersive experience for dogs at 41 Portland Place in London.

In keeping with Edgard & Cooper’s commitment to the environment, the Viking Funeral was a ceremonial send-off rather than a literal burning. The boat and chew toys were present on the beach for the ceremony. The toys were not actually burned. The event was designed with environmental responsibility at the forefront.

(Photos courtesy David Parry/Edgard & Cooper)