For dogs, toys are fun, but they are also important. Playtime can enrich a dog’s life and strengthen the bond between pet and owner. For retailers, toys mean high-margins, powerful display potential, repeat business, fresh new designs, bright colors and happy customers.

Most dogs are either interested in plush toys or plastic toys. Keeping this in mind, it is not a bad organizing scheme for the store, and it’s a simple first question to ask a customer who needs help making a selection.

The second most frequently asked question is, “What’s your most indestructible toy?” This is a logical thing to ask, but it’s a trap. Nothing is indestructible, so say that–clearly. If you don’t, the customer will march back in a few days later with a shredded item, demanding her money back.


Toys That Play Back
Some toys are designed to challenge the dog, or to reward by randomly dispensing treats. Toys that are designed to break apart–even if they’re soft and plush–often withstand the roughest treatment, because they redirect the dog’s energy and trick it into thinking the toy has been disemboweled.

Soft, plush puzzle toys, beehives, magic hats and birdhouses challenge the dog to separate out the component parts one at a time. These toy designs consistently earn thumbs-up reviews from industry and consumer publications.

Toys that challenge a dog’s intelligence can help with training and behavior. For example, dogs that have separation anxiety and spend hours alone while their owners work often resort to destructive behavior in the home. Furniture becomes a chew toy, and peeing and pooping come to be acts of frustration, defiance and attention seeking. Even more worrisome for dog owners is the boredom, lethargy and a general lack of spirit that dogs suffer from. Toys that engage the dog’s intelligence help the animal overcome tedious hours of solitude, and can be genuinely effective at correcting bad behavior.

For outdoor play, especially when it’s hot, offer water toys that squirt, spray, sprinkle and drip. These toys can be frozen or filled with water, broth or juice.


Serious Business
Toys are worthy of serious consideration when it comes to display and marketing programs. In the store, look for ways to communicate features and benefits that help customers feel confident about their purchase decision. It’s easy to simply print out and laminate helpful bullet points customers can scan while holding the product. Signs can say, “Durable,” “Challenging,” “Good for Chewing” or “Interactive.”

Some pet industry groups provide helpful, fair product reviews. Display the reprints to help customers appreciate the value of what they’re considering for purchase.

Also consider developing relationships with dog trainers in your market. Sponsor special weekend events that let customers see trainers working with certain toys. Trainers might not promote a specific product or brand, but many do talk about the relative merits of toys that challenge dogs.

And finally, toys are a store’s best option to be unique, and that’s important to consider. Walk into just about any run-of-the-mill retail store–grocery, hardware, drug store–and chances are you’ll find a small section for dog and cat supplies, which will definitely include toys. Don’t carry these same items in your store. Look for the rare, the wild and the unique. Go for quality. Customers will notice, and it will set the store apart in their minds.

Every day we see the important role dog toys play in the lives of our customers. Celebrating a dog’s miraculous gift of joy and playfulness with fresh, abundant choices in the toy section and will go far in preserving the health of your business.

Dan Headrick is a freelance writer who, with his wife Pam Guthrie, owns Wag Pet Boutique in Raleigh, NC. The couple, former corporate burnouts who just got fed up with having to leave their dogs home alone all day, opened Wag in 2003. The store has received numerous community and industry awards.