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The Little Survey

Give Us a Dog Toy That Mimics Evisceration! Plus More From the Enrichment Little Survey

Indies share what they sell most, how they merchandise it and what they want and need in this continually growing product category.

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In our 2024 Big Survey, retailers named dog and cat enrichment as the product category they see growing most this year. Here they share what sells best for them, how they merchandise these products, and their requests to brands.

Where do you mainly merchandise these products in your store?

RETAILER WISHLIST

  • A tasteful toy that mimics pulling out intestines. — Kathleen Vandermoss, All Natural Pet Supply, Vancouver, WA
  • More durable lick mats and snuffle mats for heavy chewers. Weighted, thicker material or that sticks really well to the ground. — Rebecca Nicholson, Yarn and Bone Pet Supply, Milford, DE
  • Smaller, more convenient tug poles. — Jessica Cooke, Yuppy Puppy Pet Spa, O’Fallon, MO
  • A brand-created lick mat and topper bundle with everything already together at a discounted rate would sell amazingly, especially the holidays. — McKenna Burzimati, Roxie’s Barkery, North Adams, MA
  • Microwavable, palatable blends that bake into the nubs. My dogs don’t want frozen lick mats. — Ashley Lancaster, Hot Diggity, Hyannis, MA
  • Videos to show toys in action. — Jennifer Hall, All Things Pawssible, Charlottesville, VA
  • A plan to host “parties,” so people understand how to do this at home. It would allow for fun, interactive education in a group setting. — Nicole Carlson, Healthy Pet, Aurora, IL
  • More affordable snuffle mats; higher prices turn off some customers. — Kaye Busse-Kleber, Bark On Mulford, Rockford, IL
  • More flavors for cat lick mat toppers. — Teresa Scarpace, The Feed Bag Pet Supply, Mequon, WI
  • A more durable treat-dispensing toy. When a dog is taking out the treats, they chew on it. I know, I know, watch your dog when they have it. But let’s be honest, we also do enrichment to allow us to get work done. — Rachel McGinnis, Leo & Lucky’s, Parrish, FL
  • Some of the more advanced treat puzzles should come with instructions on how to show pets “the rules of the game,” by staging the experience from low to high. That would be helpful, although we don’t mind explaining it to customers either. — Angela Velasquez, The Kitty Bodega, Houston, TX
  • More customizable, interactive toys and enrichment mats designed to adapt to different pet personalities and learning styles. Here are a few ideas I would like to see: Modular Puzzle Mats: A mat system with interchangeable sections (like puzzle pieces) that allows pet owners to create different configurations to challenge their pets at varying levels. Each piece could have different textures, hiding spots or treat-dispensing features to keep dogs and cats mentally engaged. You could easily switch it up based on your pet’s mood or skill level. Smart Interactive Toys: Toys that connect to an app or use sensors to track your pet’s interaction and offer real-time feedback. For example, a dog toy that can adjust its difficulty based on how quickly your dog figures it out or a cat toy that changes its movements based on how much your cat is playing with it. It would be great to have these toys learn your pet’s preferences and challenge them more as they improve. Scent-Infused Enrichment Mats: Cats especially love scent, so an enrichment mat designed to hide small scent-infused pads or toys would be perfect for mental stimulation. You could customize the scents (catnip, silvervine, etc.) or even use them to teach them to differentiate scents, making it an engaging challenge for their senses. Interactive Fetch Mats for Dogs: A mat with built-in sensors that can “throw” a ball (or similar toy) for your dog to fetch. It would be ideal for indoor play on rainy days and can help dogs that need a lot of exercise get their energy out. Bonus points for a feature where the mat could adjust the distance the toy is launched depending on how well your dog is performing! Eco-Friendly Materials: A greater variety of toys and mats made from sustainable, non-toxic and eco-friendly materials. Many pet owners are increasingly concerned about the environmental impact of pet products, so offering more enrichment options that are both fun for pets and better for the planet would be a big win! Wouldn’t it be awesome if more enrichment toys could combine multiple features — mental, physical and sensory stimulation — all in one? — Victor Santucci, Garden State Pet Center, Audubon, NJ
  • More accessible catalogs and/or emails containing new enrichment items. For example, I wanted to swap out some slow feeders and happened to have a Trixie catalog on my desk, so I ordered several new ones from that brand to replace the old ones we had been carrying. — Cassie Nilsson, The Mill Stores, Whiteford, MD
  • More options for super chewers. — Kristen Hawkins, Pup, Carl Junction, MO
  • More options by American companies. — Jennifer Thomas, Lucky Dog Pet Grocery & Bakery, Lawrence, KS
  • A heavier, more chew-proof lick mat. Many people choose a lick mat to provide enrichment, but their dog ends up damaging it, even when supervised. — Pamela Holbert, Powell Pet Food and Supply, Powell, TN
  • Would like to have a specific video from a manufacturer for the snuffle toys, that shows how the pets use and enjoy that type of toy. If they provided a loop tape and player that would be awesome. — April Meier, Pawsitively Scrumptious, Crestview, FL
  • Tough line of snuffle mats for dogs who get REALLY into it. Our heavy chewers do great with these, but I often have customers upset that their dog destroyed the mat. — Mattie Thacker Paws Stop, Indianapolis, IN
  • Snuffle matts that dogs would have to unfold to reveal the snuffle mat. — Kailee Ray, Pet Nutrition Center, Carlsbad, CA
  • Toys that dispense treats for puppies that could grow with the dog. Like parts to connect or something, so as the dog grows they can have the same toy but with a new piece. — Morgan Monty, The Cheshire Horse, Swanzey, NH
  • More signage for the point of sale. — Pat Schiek, Lucky Dogs, Skaneateles, NY
  • Advertising by companies seems to work best. — Jocelyn Turner, Woof Woof Pet Boutique and Biscuit Bar, Bristol, RI
  • I would like to see an affordable nail-trim device, like a scratching board or ball where the pet scratches it and it files down their nails. — Jennifer Guevin, Holistic For Pets, Bradenton, FL
  • I wish training steps and tips came with puzzles, and recipes and foods to add to lick mats came with more brands’ packaging. — Dana Julian, Furbaby Boutique, Holly, MI
  • Lick mat-topper variety pack to make it easy for someone to make a cute lick mat setup for their pup without having to purchase many items individually. — Heidi Bailey, Palm Beach Doggie Bags, Palm Beach Gardens, FL
  • More products made in the USA. — Elysa Cooper, Junebug’s Beach House, Kennebunkport, MA
  • More brand support would be great. It’s hard when A vendor sells to big-box stores, and I see the products sold for 20% less than wholesale! — Loree Shirazi, Paw Pleasers, San Diego, CA
  • We carry Woof Pupsicles and their refills. I would love for them (or someone else) to offer something similar for cats, that would have catnip included and other benefits. — Kimberly Gatto, The Wagging Tail Pet Grocery & Supply, Las Vegas, NV
  • In general I don’t think a lot of dog (or cat) owners understand the enrichment toy industry and the benefits it has for their pets. It takes a lot of individual effort to educate each customer. A general industry push to promote why enrichment toys and mats are good (and what they are) would help retailers. — Cami Best-Jones, Salty Paws, Virginia Beach, VA
  • An interactive toy that the pet owner doesn’t bring back because THEY are too lazy to play with their dog, blaming it on the toy! — Savanna Skinner, The Savvy Dog, Longview, WA
  • More brand support from manufacturers, such as videos showing products being used or brochures, etc. — Ruth Sturgis, Dog Daze, North Syracuse, NY
  • Being able to sell lick mats with something to go on them. Pets Global will often partner with us and give us discounted or free items to sell with our lick mats. — Danyle Morse, Claremont Pet & Aquarium Center, Claremont, NH
  • More co-branded promotions such as a lick mat company and a peanut butter manufacturer: “Buy a lick mat and get PB for 50% off.” — Janet Cesarini, Pupology, Georgetown, TX
  • Products durable enough to stand up to chewing! — Jennifer Moore Baker, Grateful Dog Bakery, North Ridgeville, OH
  • Something that would stand up more to tough chewers. Customers are consistently disappointed with the durability. — Karen Komisar, Sea Dog Pet Boutique, Annapolis, MD
  • Truly challenging puzzle toys — even the “most advanced” ones seem to be not super difficult for really bright dogs. — Shane Somerville, Paddywack, Mill Creek, WA
  • Something like the Kong RIbbon, with an almost closed side for more liquid type of treat freezing. Maybe a holder to keep it on the side? — Kim Sykes, K9 Manners & More, Broken Arrow, Ok
  • Tough snuffle mats that don’t cost a fortune. — Lisa Degloria, Good Dog Gallery, Portsmouth, NH
  • There are so many of these on the market that it is nice when something is a little different. For instance, the Pupsicle by Woof is flying off the shelves because it is so easy to fill, clean, and it takes the dogs a long time! So, maybe more things like this! — Penny Murano, Unleashed, New London, NH
  • More USA-made snuggle toys. — Samantha Youngblood, Youngblood’s Natural Animal Care Center and Massage, Wilkinson, IN
  • >More chew-resistant options. — Keith Henline, Asheville Pet Supply, Asheville, NC
  • Stronger mats made for larger dogs. — Carly Buswell, Cosmo’s Cuts Pet Grooming Boutique, Isle La Motte, VT
  • More mats with steel framing for durability and suction cups on the back. My biggest complaint from customers is the mess that comes with a lick mat/bowl that doesn’t stay put while in use. — Corey Heenan, Boutique and Pet Spa, Altamont, NY
  • Puzzles that are not made of plastic, do not have sharp edges and are safer for dogs in that they won’t cut their tongue when playing. It should be reasonably priced to help make it more of an impulse buy. — Lisa Kirschner, Sit, Stay, ‘N Play, Inc., Stroudsburg, PA
  • Integrated raised feeder/enrichment. — Paul Lewis, The Green K9, Eustis, FL
  • Low order minimums, incentives when rebuying and free shipping. — Cynthia McKinney, Loyl’s Natural Pet Grocery & Groomery, Houston, TX
  • More POP and brand awareness of how difficult these products can be to sell without good packaging and/or staff demonstration. If my staff makes a specific product recommendation or we demonstrate it to a client, we’re likely to make a sale, but without our effort it’s tough to get these products to move. This makes it feel a bit like whack-a-mole: If we demonstrate one toy, that toy sells really well, while all the others don’t. — Katherine Ostiguy, Crossbones, Providence, RI
  • More products made and sourced in the U.S. Brett Foreman, Eupawria Holistic Pet Center, Owego, NYA sturdy stand for puzzle toys that would require dogs to use their snout rather than their paws. — Diane Mullen, Winni Paw Station, Wolfeboro, NH
  • An exchange program for worn-out items. — Eric Mack, Purrrfect Bark Market, Columbus, NC
  • Slow-feed options in stainless steel or glass. — Nicole Mueller, Dogventure, Warrington, PA
  • More in the cat area. Companies need to expand their choices and rotate new colors too! — Lori Colburn, Nature’s Pet Market Orenco, Hillsboro, OR
  • More treat-dispensing toys. Maybe a full game (like hide the treat under the cups) that owners can play throughout a home versus independent play for the dog(s). — Megan Kurzwell, Forepaws, Minooka, IL
  • More well tested and non-toxic materials. — Becci Scott, The Fetching Dog, Scottsdale, AZ
  • More U.S.-made products. — Diana Farrar, Fifi & Fidos Pet Boutique, San Antonio, TX
  • Ready-made puzzle fillers other than the regular flavors, more variety to entice pets, meats. Many of our customers are looking for non-peanut options. — April Wright, The Dog and Cat, Essex Jct, VT
  • Something that is more durable for dogs. Snuffle mats are cute, but I have reports of dogs destroying them quickly. — Diane Baum, You Pet’Cha, Morris, MN
  • More multi-sensory toys where one toy has three or more sensory benefits. — Mary Owens, Delchester Feed and Pet Supply, Holmes, PA
  • Sample snuffle mats and puzzles for display in the stores so customers can see and touch them. — Claudia Loomis, CB Pet Market, Washington, NJ
  • More moving toys that involve dogs and cats in a chase-and-catch game. — Natalya Schilling, Pets On Brady, Milwaukee, WI
  • More challenging and durable puzzles would be great. — Jennifer Mohr, Paw Print Pantry, Niantic, CT
  • I wish there were more puzzle toys available. There really are not enough available on the market, and the ones that are available are fairly easy for most dogs. The selection of cat enrichment products is fairly small. I would easily be able to sell more if there were more on the market. — Susan Nagel-Rees, Winky’s Pet Boutique, Chester, NJ
  • A kit containing mat, treat and/or spreadable. — Roxane Cann, The Dapper Hound, Mount Airy, NC
  • More healthy products to stuff toys with, better signage or advertising of ideas on how or what to stuff with — people are not imaginative — and cross promotions with other brands. — Tracy Alford, Animal Nutrition & Grooming Center, Roseville, CA

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