The new Party Animal Collection offers individual toys (left – MSRP: $10.90 to $17.50) in case packs of five or as a 15-piece POP display (right – MSRP: $212.10).
After 16 years of crafting products that keep pets happy and homes stylish, San Francisco-based P.L.A.Y. (Pet Lifestyle & You) is stepping into its next chapter as Play Pet Brands — an updated, cleaner identity built for where the company is headed.
For founder and CEO Will Chen, the brand refresh is both a strategic and personal milestone — bringing clearer organization to an expanding product portfolio while honoring the legacy of Momo, the wiggly pug who inspired it all.
The new architecture organizes the brand into four distinct families: Play, focused on dog toys and bedding; Feline Frenzy, dedicated to cat toys and bedding; Scout and About, covering outdoor adventure gear; and LeftPine, offering lifestyle designs for high-volume retail. Each brand has its own personality while benefiting from the quality and values that independent retailers have long relied on.
Launching at Global Pet Expo — the same show where P.L.A.Y. made its trade show debut 16 years ago — the Play Party Animal Collection brings a celebration-worthy lineup full circle, available individually and in 15-piece B2B box sets. True to form, every product features machine-washable construction, non-toxic materials and PlanetFill® stuffing made from 100% post-consumer recycled plastic bottles.
As a Certified B Corp operating through a SEDEX-audited, family-owned factory, Play Pet Brands is committed to a simple promise: to create products that pets love and people trust.
Q&A With Will Chen, Founder and CEO, Play Pet Brands
Play Pet Brands founder and CEO Will Chen with Momo the pug, the brand’s inspiration.
Q: Why refresh after 16 years?
WILL CHEN: Our brand has grown significantly alongside our journey. Refreshing allows us to share a clearer identity, reduce acronym confusion and better organize our evolving product families. It’s also deeply personal, honoring Momo’s legacy while celebrating how far we’ve come and the future we’re building for pets and their people.
Q: How does the new brand architecture work?
WC: We evolved P.L.A.Y. into Play Pet Brands to better represent the expanding portfolio of products we’ve created over time. Bringing Play, Feline Frenzy, Scout and About and LeftPine under one trusted umbrella makes navigation easier while allowing each collection to shine with its own distinct personality and style.
Q: What’s new at Global Pet Expo?
WC: Highlights include our celebratory Play Party Animal Collection, offered individually or in 15-piece display sets, and Play Ocean Buddies Collection, featuring regular and XL sizes available individually on eye-catching backer cards, with 2% supporting Saving the Blue. Also debuting our USA-made ZoomieRex™ SuperZag with treat-ready ends for enrichment and play.
Q: How does B Corp certification influence product development?
WC: B Corp certification is part of our corporate DNA and a reflection of our commitment to doing business the right way. It guides how we design, from safe materials and PlanetFill® recycled stuffing to FSC-certified packaging and conservation partnerships. By manufacturing in our SEDEX-audited, family-owned factory, we ensure ethical manufacturing at every step.
Q: What should retailers know about this transition?
WC: Retailers can expect the same products and quality they’ve always trusted, now presented with clearer organization and storytelling. This transition makes it easier to shop and merchandise our growing collections. We’re excited to debut the new look at Global Pet Expo and begin bringing the refreshed brand experience to life.