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See Which Brands Won SUPERZOO New Product Showcase Awards

Awards were given out in 11 categories during a ceremony Wednesday.

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World Pet Association handed out honors in 11 categories Wednesday during the New Product Showcase Awards on the Show Floor Talks Stage. This year’s judges — 2025 PETS+ America’s Coolest business owners — evaluated entries based on a variety of criteria, including product innovation, aesthetic and packaging design qualities, sustainability, and alternative approaches for optimum pet wellness, among others.

The SUPERZOO 2025 New Product Showcase Award winners are:

AQUATIC


1st place: Fluval Liv – Hagen Group, 4745
2nd place: Reef Ready Mix Kit 10-20G – Real Reef Solutions, 6941

BIRD


1st place: Bird Toys That Make Sense – Toy Bases – Beaktivity, 10172 EB
2nd place: Brown’s American Blend Wild Bird Food – F.M. Brown’s, 11066

CAT


1st place: Loofah & Silvervine Cat toy – Chongqing Pet Union Biologicial Technology Co., Ltd., 6967
2nd place: Any Where Cat Groomer – PetPals Group, Inc., 7961

DOG


1st place: LickiMat CrateMate – Innovative Pet Products, 9158
2nd place: Pawsitive Immunity – Our Colostrum Alternative – Adored Beast Apothecary, 2106

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FARM & FEED


1st place: Hoover’s Hatchery Chicken Coop- Hoovers Hatchery, 7941
2nd place: Caledon Farms Horse Treats- Crumps’ Naturals, 4325

GROOMING


1st place: Groomingale – Soft Lines, Inc., 11767
2nd place: earthbath Paw Wash – earthbath, 6761

HERPTILE


1st place: Cricket Boost – Zoo Med, 7152
2nd place: Exo Terra Pro Terrariums – Hagen Group, 4745

SMALL ANIMAL


1st place: Nutri-Hay – Lafeber Company, 10257
2nd place: Grass patch & Flowers 2.0 – Chongqing Pet Union Biologicial Technology Co., Ltd., 6967

POINT-OF-PURCHASE DISPLAY


1st place: Party Pupsicles – Woof, 3952
2nd place: Poomergency – Woof

ACCESSORIES & GIFTS

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1st place: Double Sided Tie & Snap Dog Bandana – Dog Bandana Co., 5565
2nd place: Your Brand on a Dog Treat – Idaho Barkery, 10572 EB

JUDGES AWARD FOR NEW-TO-MARKET PET PRODUCT


ChefPaw Pet Food Maker – ChefPaw, 11871EB

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FEATURED VIDEO

P.L.A.Y. Media Spotlight

At P.L.A.Y. — Pet Lifestyle & You — toy design is definitely a team effort! Watch PETS+ interviewer Chloe DiVita and P.L.A.Y.’s Director of Sales Lisa Hisamune as they talk about the toy design process, the fine-tuning that makes each toy so special and why every P.L.A.Y. collection is made with independent retailers top of mind.

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