16 HA NDBOO
Describe the changes in the pet
LesLie YeLLin: Plush has evolved into
sub-segments that emphasize defined play
types such as more durable double lined/
stitched toys, unstuffed, plush mixed with
rope/rubber and plush that encourages
interactive play with owner/pet, among
others. So it is no surprise that this segment has the highest turns. The texture,
mobility and sound plush toys offer triggers canine innate instinct to catch, shake
What are consumers looking for
from products in this category?
Consumers are willing to spend money
on quality pet toys that enable
them to interact, play and exercise their pets. Additionally,
veterinarians and trainers are
now encouraging pet owners to invest in toys that aid in
That said, a “one size fits
all” approach will not work
with this category. Offering an
array of toys—from the softest
plush to heavy-duty rubber—is
a necessity. Learning how to balance how many or which type can
be guided by looking at trends.
What makes Multipet
apart in such a crowded
Our sales team is made up of pet industry icons. We are not coming to meetings
with a team of suits and PowerPoint overkill. We have lived this industry and have
deep roots in the pet community. Our
retail partners trust our word and know
that we will bend over backward to help
them achieve great success.
These are just some of the
reasons why Multipet has
become the baseline for pet
toys in most major retail outlets. We are known as the
go-to company for plush toys,
with our unique designs and
licensed brands. Our Lamb
Chop dog toy is all over
social media with a cult like
following. Our expansions
into latex, rubber, rope and
double-stitched have led to double-digit growth.
What is new from Multipet?
Since we launched our line of
Canine Clean dental chew toys
the response has been explosive.
Recognizing the increased consumer
demand for dental care this line addresses
that need, as well as offers a solution to
help fight bad breath. The toy’s designs
are creative, come in attractive colors and
are infused with the choice of spearmint
or peppermint scents.
In our Tuff Enuff line we introduced
Dental Diamond toys in assorted shapes.
These toys feature LED lights that make
for easy discoverability when playing at
night. The holy grail of pet toys is to have
a toy that dogs enjoy playing with and is
practically indestructible. After my sister-
in-law told me that her dog Arby (who
destroys everything) was still playing with
our Dental Diamond ball after two weeks,
I knew we had a winner in this light up
heavy duty rubber toy.
What does the future hold for
Multipet and the category?
This past year Multipet made significant
inroads with our catnip, grooming and
treat lines. Our plans are to continue to
grow and expand our business into different categories within the industry.
For instance, we are currently working
on a line of toys that will truly change the
way pets play. Since we are in the early
planning stages, I cannot share any details
but it is beyond anything we have ever
thought possible. We are hoping to launch
this line at Global Pet Expo and we are
beyond excited. n
Consumers want pet toys that enable them to interact, play and exercise their pets,
says LesLie YeLLin, executive vice president of MuLtipet internationaL.