Dog Toys Market Size, Share, Growth, and Industry Analysis, By Type (Chew toys, plush toys, interactive toys), By Application (Pet care, pet entertainment), Regional Insights and Forecast to 2033

Dog Toys Market Overview

The Dog Toys Market size was valued at USD 4.13 million in 2025 and is expected to reach USD 7.16 million by 2033, growing at a CAGR of 7.12% from 2025 to 2033.

The dog toys market has witnessed significant expansion, driven by a global surge in pet ownership and humanization of pets. As of 2023, dog toys accounted for approximately 51% of the global pet toys segment, representing the highest share among pet categories. The global pet toys market reached a production volume of 453,379.16 thousand units in 2023, a 15% increase compared to 2020 levels. The dog toys market is growing rapidly in both developed and emerging economies, particularly due to the increased availability of interactive and smart dog toys.

North America continues to dominate the dog toys market, with 113,613.98 thousand units sold in 2023. Within the U.S. alone, 46,185.09 thousand stuffed toy units were distributed. This growth is fueled by over 65.1 million dog-owning households in the United States, where consumers are increasingly spending on premium and eco-friendly dog toys. In the Asia-Pacific region, countries like China and India are seeing steady expansion, with the region accounting for 22% of the global share. Europe followed closely, holding 30% of the global pet toy market. The dog toys market is increasingly characterized by the popularity of chewable, durable, and sustainable toys, especially those made from rubber, which now constitutes 41% of materials used.

Key Findings

Driver: Increasing dog ownership and humanization of pets is fueling dog toys demand, with 65.1 million dog-owning households in the U.S. alone in 2023.

Top Country/Region: North America holds the highest market share with 113,613.98 thousand units of pet toys sold in 2023.

Top Segment: Chew toys dominate product preference, accounting for over 41% of dog toy materials globally, especially rubber-based products.

Dog Toys Market Trends

The dog toys market is experiencing evolving trends driven by innovation, material preference, and humanized pet care. One major dog toys market trend is the rising demand for interactive toys. As of 2023, interactive dog toys contributed USD 345.9 million to the market. These toys are designed to stimulate dogs mentally and physically, supporting both behavior management and exercise needs. Seasonal spending on dog toys is another growing trend. In the UK, John Lewis reported a 98% year-over-year increase in seasonal dog toy sales, while Waitrose noted a 964% surge in online sales of holiday dog treats and toys in 2023. This spike illustrates consumers’ tendency to include pets in festive celebrations, pushing retailers to expand holiday-themed toy lines. Another key trend is sustainability. Rubber, especially natural rubber, now constitutes 41% of materials used in dog toys. This shift toward durable and safe materials reflects both pet owner awareness and regulatory push for nontoxic products. Eco-friendly toy production is becoming a selling point, particularly in Europe and North America.

Subscription services such as BarkBox, delivering curated toys monthly to over 2 million dogs, have revolutionized the market. Consumers are embracing convenience and personalization, preferring recurring toy bundles tailored to dog breed, age, and chewing behavior. Digitally-enabled and smart dog toys are also gaining traction. These toys are equipped with motion sensors or Bluetooth connectivity and are often app-controlled, allowing owners to engage their pets remotely. The interactive segment is forecasted to expand even more significantly as urban pet owners seek ways to reduce dog boredom during work hours. Customization is emerging as a strong niche, with manufacturers offering toys with personalized names, color choices, or embedded trackers. The premiumization of dog toys reflects a growing belief among consumers that dogs are family members. Globally, the Asia-Pacific market is seeing younger generations spend more on premium and designer toys, while European markets are focusing on ethical and biodegradable materials. Across all regions, the integration of tech, eco-friendly components, and lifestyle design into dog toys is shaping the next wave of innovation and buyer preference.

Dog Toys Market Dynamics

DRIVER

Increased Pet Humanization and Rising Pet Ownership

The dog toys market is being strongly driven by the growing trend of pet humanization and surging dog ownership. In the United States alone, 86.9 million households have at least one pet, with 65.1 million households owning dogs. The shift toward treating pets as family members has increased spending on enrichment tools such as chew toys, puzzle toys, and plush companions. Dog owners are now more inclined to buy toys that promote health, reduce anxiety, or reinforce behavior training. This emotional bonding between pets and owners has significantly lifted demand across all toy categories. Furthermore, an increasing number of owners are replacing toys frequently, especially in urban areas, where subscription services like BarkBox serve over 2 million dogs every month.

RESTRAINT

Limited Product Life Cycle Due to Aggressive Chewing

The short life cycle of dog toys, especially for aggressive chewers, is a major restraint. Many dog owners express dissatisfaction with toys that break or wear out within days, increasing overall replacement costs. According to North American sales data, stuffed dog toys reached 46,185.09 thousand units in 2023, largely due to frequent repurchases rather than long-term use. This leads to buyer hesitation when investing in premium products. Also, concerns about choking hazards or ingestion of torn parts further limit repeat purchases. While manufacturers are introducing tougher materials, high-chew breeds continue to challenge product durability, posing constraints on customer retention.

OPPORTUNITY

Innovation in Smart and Sustainable Dog Toys

There is a significant opportunity in developing technologically advanced and eco-conscious dog toys. The interactive dog toys segment, already valued at USD 345.9 million, shows consumer appetite for toys that combine mental engagement with digital features. Additionally, a rising number of companies are leveraging natural rubber, which accounts for 41% of materials used in pet toys. These sustainable and non-toxic toys appeal to environmentally aware pet owners, particularly in Europe and urban U.S. cities. The integration of motion sensors, remote control, and AI-based behavioral triggers in dog toys could redefine market standards. Brands innovating in this space have an edge in attracting younger demographics and tech-savvy households.

CHALLENGE

Intensifying Competition from Local and Private-Label Brands

The dog toys market is facing increasing challenges from regional and private-label players who offer competitive pricing and fast-moving SKUs. In countries like India, China, and Brazil, local manufacturers are introducing affordable chew toys that undercut major brands. Even in mature markets like the U.S., retailers’ private brands are capturing shelf space with cost-effective yet durable offerings. For instance, major retail chains now stock in-house lines that mimic premium brands at half the cost. This price pressure is a challenge for global players like Kong and Benebone, who depend on innovation and premium branding. To maintain differentiation, global brands must continuously invest in R&D and customer engagement, especially in an era of rising e-commerce penetration and instant product comparisons.

Dog Toys Market Segmentation

The dog toys market is segmented by type and application to cater to diverse dog behaviors and owner preferences. By type, dog toys are categorized into chew toys, plush toys, and interactive toys. Chew toys remain the most dominant, especially among heavy-chewing breeds. By application, the market is split between pet care and pet entertainment, where the demand for therapeutic and behavior-driven toys is rising. Each segment is driven by pet psychology, durability, and owner lifestyle trends. Product innovation is tailored to factors like age group, toy destructibility, and health benefits, which continue to influence consumer purchasing decisions.

By Type

• Chew Toys: are the leading product segment in the dog toys market, driven by the instinctual need of dogs to gnaw. These toys promote dental health and behavioral calmness, especially among puppies and aggressive chewers. As of 2023, rubber chew toys accounted for 41% of materials used globally, highlighting durability as a key consumer concern. The rising popularity of textured and flavored chew toys has contributed to high repurchase rates, particularly in North America and Europe. The availability of non-toxic, eco-friendly chew options is another growth factor, helping brands meet sustainability expectations and regulatory safety requirements.
• Plush Toys: serve as comfort items and companionship tools for many dog breeds, especially small to medium-sized dogs. In 2023, stuffed toys alone made up 46,185.09 thousand units sold in North America, indicating high consumption. These soft toys are often used in interactive play and sleep routines. Although plush toys have a shorter life span due to tearing, their affordability and emotional appeal keep them in demand. Many products now include squeakers, crinkle paper, or replaceable parts to extend playtime. Seasonal plush releases also boost sales during holidays, contributing to spikes in sales volume.
• Interactive Toys: are gaining traction among working professionals and urban dwellers seeking to stimulate pets during work hours. This segment, worth USD 345.9 million in 2023, features puzzle toys, smart balls, and auto-fetch devices. These toys are designed to challenge dogs cognitively, helping with behavior correction and anxiety reduction. Some models include smartphone connectivity, motion tracking, and personalized responses. Pet owners are increasingly valuing features that simulate human interaction or dispense treats based on activity levels. This segment’s high growth trajectory is attracting tech startups as well as traditional pet brands aiming to differentiate through innovation.

By Application

• Pet Care: applications dominate the dog toy market due to their essential role in maintaining dogs' physical and mental well-being. Chew toys and certain interactive toys fall under this category, offering benefits such as plaque reduction, stress relief, and behavioral correction. In 2023, over 220 million dog toys were bought for health-related or training purposes globally. Among veterinary professionals surveyed in the UK and Germany, 63% recommended dog toys as part of daily pet care routines. Dog toy brands are also promoting specific care-related functionalities such as teeth-cleaning ridges, vet-approved materials, and soothing textures. In North America, nearly 58% of dog-owning households reported using toys for anxiety reduction, especially during vet visits or thunderstorms. The pet care segment also includes toys used in professional grooming and training environments.
• Pet Entertainment: driven toys focus on enhancing a dog’s play experience, promoting activity and bonding with owners. These include squeaky balls, tug-of-war ropes, and bouncing rubber toys. In 2023, this category grew significantly due to the rise of home-centric lifestyles and the increase in single-pet households. Pet entertainment toys are often seasonal, with spikes during festive months—e.g., holiday toys in the UK rose by 98% at John Lewis. With more owners seeking enrichment tools for indoor play, this segment continues to thrive across online and brick-and-mortar platforms. Features like unpredictability, flashing lights, and responsive movement are especially popular among tech-savvy pet parents.

Dog Toys Market Regional Outlook

The global dog toys market exhibits strong geographical variation, influenced by pet ownership rates, consumer spending behavior, product accessibility, and evolving cultural attitudes toward pet care. North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa constitute the key regions assessed in this outlook.

• North America

leads the dog toys market by unit volume. In 2023, the region accounted for approximately 113,613.98 thousand units of dog toy sales, making up 25.05% of the global production volume of 453,379.16 thousand units. The United States remains the largest contributor, driven by high pet ownership—70% of households own a pet, and approximately 65.1 million own dogs. Consumer demand in this region is focused on chew-resistant toys and interactive smart devices. Durable rubber and nylon toys dominate material preferences in the region, accounting for over 43% of the market.

• Europe

follows closely behind with a significant share of the global dog toys market. In 2023, the region contributed approximately 90,675.83 thousand units, representing 20% of global volume. Germany, the United Kingdom, and France are the major markets, supported by rising expenditure on pet wellness and enrichment. The preference for sustainable materials and locally sourced handmade toys has risen in Western Europe, with over 18% of consumers opting for eco-friendly options.

• Asia-Pacific

has witnessed robust expansion in recent years, accounting for around 22% of the global unit share, or 99,743.41 thousand units in 2023. China and Japan dominate the regional demand, driven by urbanization and increasing pet humanization. Notably, China's pet dog population surpassed 60 million in 2023, and pet e-commerce platforms like JD.com and Taobao have reported an annual increase of 18–20% in pet toy transactions. India is emerging as a high-growth market with a rising demand for affordable and multi-functional toys among first-time pet owners.

• Middle East & Africa (MEA)

represents a smaller share, contributing just under 5% of the global volume in 2023, translating to approximately 22,668.96 thousand units. However, pet ownership is gradually increasing in urban centers like Dubai, Riyadh, and Johannesburg. Import-heavy markets like the UAE rely predominantly on U.S. and European toy brands, while South Africa has shown growing interest in locally made dog toys, especially in the plush and rope segments.

List of Top Dog Toys Companies

• Central Garden & Pet Company (USA)
• ZippyPaws (USA)
• Radio Systems Corporation (USA)
• Multipet International Inc. (USA)
• Kyjen Company LLC (USA)
• Kong Company (USA)
• Benebone LLC (USA)
• Petmate (USA)
• Ethical Products Inc. (USA)
• Petsport USA Inc. (USA)

Benebone LLC: A dominant player in the chew toys segment, Benebone offers U.S.-made durable chew products popular among power chewers. As of 2023, Benebone accounted for a significant share of rubber-based chew toy sales, which collectively made up 41% of total material use in pet toys. Benebone’s constant focus on flavor-infused materials and sustainable sourcing reinforces its leadership in the dog toys market.

Kong Company: Kong continues to lead in interactive and durable dog toys, with widespread brand recognition and global availability. Kong toys are especially favored in North America, where 46,185.09 thousand stuffed units were sold in 2023, with Kong contributing heavily to this figure. Known for their signature rubber chewable treat-dispensing toys, Kong has maintained long-term consumer trust and high reorder rates, particularly in behavior therapy and crate training applications.

Investment Analysis and Opportunities

The dog toys market presents significant investment opportunities across multiple verticals, including product innovation, regional expansion, and digital distribution. With a growing base of over 65.1 million dog-owning households in the United States and increasing pet adoption across Asia-Pacific and Europe, investor interest in dog toys is rapidly rising. One major area attracting investments is interactive dog toys, which reached USD 345.9 million in value in 2023. These products appeal to working professionals seeking enrichment tools that keep dogs engaged during long hours alone. Investment in AI-based and app-connected toys is growing, with several startups now focusing on remote engagement, treat-dispensing features, and even toy-based cameras. Another key area for investors is the expansion of sustainable dog toys. With rubber-based materials accounting for 41% of total production, companies are moving toward biodegradable and eco-safe options. Private equity and venture capital firms are supporting smaller brands that utilize organic cotton, plant-based rubber, and recycled textiles, particularly in European markets where regulations on toy safety and sustainability are more stringent.

The subscription-based delivery model is also ripe for investment. Companies like BarkBox, serving over 2 million dogs monthly, have demonstrated recurring revenue potential through curated, breed-specific toy boxes. This model has strong scalability due to its personalization features, low overheads, and direct-to-consumer margins. Investors interested in recurring e-commerce revenue streams find this segment attractive, especially as pet parents seek variety and convenience. Emerging markets like India and China, with their growing middle class and rising pet ownership, are attracting both domestic and international funding. Investors are keen to support companies that can localize global toy standards while keeping costs affordable. In India alone, the shift from generic toys to specialized dog chew and enrichment products has encouraged investments in packaging, branding, and logistics networks. Retail partnerships are also shaping investment direction. Brands that secure deals with large pet chains or grocery stores gain mass visibility and higher shelf share. For example, private-label offerings by major U.S. retailers are challenging top-tier brands by offering competitive prices, spurring traditional companies to increase R&D budgets to maintain product differentiation.

New Product Development

The dog toys market is experiencing a rapid surge in new product development, shaped by innovation in materials, pet behavior insights, and evolving owner lifestyles. Manufacturers are increasingly launching toys that combine durability, cognitive engagement, and environmental sustainability. New product development in the dog toys market is driven by customer feedback, material research, and demographic targeting. A notable development is the rise in smart and interactive toys. Brands have launched app-controlled toys that respond to a dog’s movement or deliver treats upon solving a puzzle. The interactive dog toys segment, valued at USD 345.9 million in 2023, has seen new launches incorporating motion sensors, sound modules, and automatic dispensing. These products target pet parents who work long hours and need remote engagement solutions. Bluetooth-controlled toys that record a dog’s activity or reward behavior with treats have become especially popular in urban markets. In the chew toys segment, Benebone and similar brands are focusing on introducing flavor-infused nylon and natural rubber-based designs. These toys address the needs of aggressive chewers while promoting dental hygiene. The use of rubber—currently constituting 41% of global pet toy materials—ensures both durability and safety, meeting increasing consumer expectations around eco-responsibility and longevity.

Holiday- and season-specific dog toys are also emerging as a major category. Plush and themed toys related to Christmas, Halloween, and Valentine’s Day now generate significant volumes in Western markets. For example, John Lewis (UK) reported a 98% year-over-year rise in Christmas-themed dog toy sales in 2023, while Waitrose’s online platform saw a 964% surge in seasonal purchases. This reflects the growing practice of including dogs in festive gifting. One of the most significant product introductions was the West Paw Zogoflex Bumi, a toy that doubles as a tug, fetch, and chew toy. Its flexible, recyclable design reflects increasing innovation at the intersection of playability and sustainability. Similarly, brands are embedding squeakers that last longer or make unpredictable sounds to stimulate interest in plush toys, addressing consumer concerns around toy life cycles. Manufacturers are also tailoring products to dog breed, size, and age. Senior dogs now have toys with softer textures and dental-safe materials, while puppies are offered teething-friendly toys. Additionally, biodegradable packaging and plant-based dyes are being adopted to enhance the eco-appeal of new launches.

Five Recent Developments

• Launch of West Paw Zogoflex Bumi (2023): A multi-functional dog toy combining tug, fetch, and chew features. Made from 100% recyclable Zogoflex material, this toy supports environmental sustainability and play versatility. It was launched to meet rising consumer demand for durable, eco-safe products.
• BarkBox expands monthly subscribers to 2 million dogs (2024): a subscription-based service offering themed dog toys, reported serving over 2 million dogs per month. Its growing subscriber base reflects consumer interest in convenience and customized enrichment products.
• Chewy Vet Care Integration (December 2023): introduced Vet Care with toy recommendations built into wellness plans. This combines healthcare with toy prescriptions for behavioral or dental needs, integrating toys into long-term pet wellness strategies.
• KONG upgrades classic toy line with embedded treat-release technology (2023): launched new models with multi-chamber treat dispensers, addressing demand for longer-lasting interactive toys. These were tested on large breeds and high-anxiety dogs for efficacy and safety.
• Benebone introduces bacon-flavored tug toys (Q4 2023): Expanding beyond traditional chews, Benebone unveiled a dual-handled chew-and-tug toy, flavored with natural bacon essence. It targets active dogs and owners seeking dual-use functionality in durable materials.

Report Coverage of Dog Toys Market

The dog toys market report provides a comprehensive and data-driven overview of current market conditions, detailed segmentation, geographic performance, top manufacturers, innovation trends, and investment opportunities. It evaluates the market in terms of production volumes, material preferences, pet ownership trends, and shifting consumer behavior across all major regions. In 2023, the total global pet toys production volume reached 453,379.16 thousand units, with dog toys constituting approximately 51% to 52% of this segment. This report emphasizes the evolving demand dynamics and technological innovations driving the global dog toys market. The scope of coverage includes in-depth segmentation by type (chew toys, plush toys, interactive toys) and application (pet care, pet entertainment). Chew toys dominate the market, underpinned by the growing popularity of rubber-based products, which make up 41% of global toy materials. The report examines how this material dominance influences product durability, price positioning, and consumer loyalty, especially in high chewer categories. It also highlights how plush toys contributed to 46,185.09 thousand units in sales in North America in 2023 alone, revealing their high turnover rate and seasonal influence.

Regionally, the report explores how North America, with 113,613.98 thousand units sold in 2023, leads the global dog toys market, followed by Europe with approximately 30% market share, and Asia-Pacific, which contributed around 22%. The performance of emerging economies like India and China is analyzed in detail, with projections on how urbanization and rising disposable income will shape the regional toy preferences and channel strategies. The Middle East & Africa, though smaller in market size, is assessed for its niche premium and import-driven segments. The report also profiles ten leading players, including Benebone LLC, Kong Company, and ZippyPaws, among others. It provides analysis on market concentration, innovation capacity, customer loyalty, and geographical reach. For example, Benebone’s leadership in flavored chew toys and Kong’s dominance in the interactive and durable rubber toy segment are covered using factual benchmarks from 2023 market data. Additionally, the report includes five major developments from 2023–2024, including product launches such as West Paw’s Zogoflex Bumi and BarkBox’s subscriber growth, showcasing real-time innovation cycles. The coverage extends to new product development trends, investment opportunities in subscription models, smart toys, and sustainable production. This comprehensive data-driven coverage equips stakeholders with actionable insights across the supply chain, from R&D to retail execution.

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