The wholesale pet toy market is booming in 2025, with innovative designs and features that keep pets entertained and engaged. From mentally stimulating puzzles to sustainable options, there’s something for every pet and owner. Let’s explore some of the hottest trends and must-have toys for retailers.
- Outward Hound’s Nina Ottosson Tornado Interactive Puzzle Toy
Outward Hound is a leader in creating mentally engaging toys, and the Nina Ottosson Tornado is a standout. This interactive puzzle is perfect for dogs that need mental challenges. It has a rotating disc with 12 treat compartments, encouraging dogs to think and work for their rewards. By pawing and nudging the layers, dogs can access hidden treats, promoting problem-solving skills and slowing down fast eaters.
The Tornado’s adjustable difficulty makes it unique. Owners can add bone-shaped covers to increase the challenge, making it suitable for dogs of all skill levels. Made from BPA-free, non-toxic plastic, this toy is safe and durable, appealing to dog trainers and pet stores that focus on enrichment. In 2025, the demand for toys that combat boredom and anxiety skyrockets, and the Tornado fits perfectly into this trend. It’s a smart choice for retailers looking to stock innovative wholesale pet toys.
- PetSafe’s Busy Buddy Twist ‘n Treat Dispensing Toy
PetSafe continues its legacy of smart pet products with the Busy Buddy Twist ‘n Treat. This adjustable treat-dispensing toy is great for dogs of all sizes and chewing strengths. Made of natural rubber, it easily twists apart to load treats or kibble and adjusts the difficulty based on how tightly it’s screwed together.
The toy encourages problem-solving and slows down mealtime, reducing bloating and promoting healthier eating habits. Its unique design allows it to wobble and roll in unpredictable ways, keeping dogs entertained longer. The Busy Buddy is dishwasher safe, non-toxic, and durable for strong chewers. Retailers appreciate its versatility, as it’s available in multiple sizes and serves both play and food distribution needs—an ideal choice for those focusing on wellness and cognitive development in pets.
- Outward Hound’s Hide A Squirrel Plush Puzzle Toy
Another hit from Outward Hound is the Hide A Squirrel plush puzzle toy. It taps into dogs’ natural hunting instincts, featuring a soft tree trunk with squeaky plush squirrels inside. Dogs must figure out how to remove the squirrels, offering mental engagement and satisfying their hunting desires.
This toy ranks among the best-sellers in the plush puzzle category due to its fun concept and high replay value. The soft texture makes it safe for indoor use and suitable for small to medium-sized dogs. Replacement squirrels are available, which is a bonus for dog owners. With an emphasis on interactive, instinct-driven play in 2025, the Hide A Squirrel is a popular choice for boutique pet stores and online retailers.
KONG is synonymous with durable, mentally stimulating toys, and the Classic KONG remains a staple in 2025. Made from ultra-durable, all-natural red rubber, it’s designed for chewing and serves as a treat dispenser.
Retailers often call it the “gold standard” of chew toys. When filled with peanut butter, kibble, or frozen broth, it offers long-lasting engagement. Its unpredictable bounce is perfect for fetch, adding physical activity to mental stimulation. Recommended by veterinarians and trainers for managing separation anxiety and destructive behavior, KONG is a top pick for wholesale pet toys buyers.
- Chuckit!’s Ultra Rubber Ball
Chuckit! revolutionizes fetch with its Ultra Rubber Ball. Compatible with Chuckit! launchers, this ball is made of natural rubber that provides high bounce, durability, and buoyancy for water play.
Unlike tennis balls, the Ultra Ball is non-abrasive, gentle on dogs’ teeth and gums, and resistant to dirt and slobber. The bright orange and blue colors ensure high visibility in all environments, from parks to pools. This ball is a top choice in 2025 for active dog owners, with a focus on outdoor and sporting gear.
- West Paw’s Zogoflex Tux Treat Toy
West Paw, a B Corp certified company, is a pioneer in sustainable pet products, and its Zogoflex Tux treat toy exemplifies this commitment. Designed for tough chewers, it doubles as a treat dispenser. Made from recyclable, FDA-compliant materials, it’s dishwasher safe, non-toxic, and comes with a durability guarantee.
The Tux combines strength and flexibility—soft enough for indoor play, yet rugged enough for aggressive chewers. It can be stuffed with soft treats or frozen meals, making it ideal for enrichment. As eco-conscious buying rises in 2025, the Zogoflex line gains popularity. It’s a great option for wholesale buyers seeking American-made, sustainable pet toys.
- SmartPetLove’s Snuggle Puppy Behavioral Aid Toy
SmartPetLove’s Snuggle Puppy is a bestseller for easing anxiety in dogs, especially puppies. It includes a heartbeat simulator and a disposable heat pack that mimics the warmth of a littermate, providing comfort during stressful times.
Recommended for crate training, thunderstorms, travel, and separation anxiety, Snuggle Puppy provides a sense of security. With more pet parents treating pets like family in 2025, products addressing emotional wellness are in high demand. Its success highlights the intersection of behavioral science and pet product design.
- Wickedbone’s Smart Bone Interactive Toy
Wickedbone leads in smart pet technology with its Smart Bone. This Bluetooth-enabled toy interacts with dogs through motion and touch, controlled via a smartphone app. It can be set to “auto-play” or direct-control mode, engaging dogs when owners are away.
Featuring various movement patterns, it keeps dogs entertained and encourages exercise. Made with FDA-approved polycarbonate, it’s durable and safe for indoor use. As smart home technology expands into pet care, the Wickedbone is a great choice for tech-forward pet retailers.
- Catit’s Senses 2.0 Digger Cat Toy
Catit offers the Senses 2.0 Digger to stimulate cats’ hunting instincts. It features tubes of varying widths where food or treats can be hidden, requiring cats to dig them out, mimicking natural foraging behavior.
Promoting slower eating and mental stimulation, it’s part of Catit’s modular play system, allowing combination with other Senses 2.0 products. As more pet parents invest in enrichment toys for cats in 2025, the Digger stands out for its clean design and utility.
- SmartyKat’s Hot Pursuit Electronic Motion Toy
SmartyKat’s Hot Pursuit Electronic Motion Toy is a top-seller in 2025, mimicking hidden prey movements with a wand beneath a fabric cover. Engaging cats’ hunting instincts, it features multiple speed settings and an automatic shut-off timer, ideal for solo play.
With replaceable wands and a sturdy base, it’s designed for safety. As indoor cats become more common, toys offering exercise and mental stimulation are crucial, making Hot Pursuit a staple in pet stores and boutiques.
In conclusion, the wholesale pet toys market in 2025 is thriving with innovation and creativity. Retailers can benefit from stocking these top trends that cater to the diverse needs of modern pets and their owners. By staying ahead of the curve, businesses can ensure they meet the growing demand for high-quality, engaging pet products.
