Pet Product News - April 2016

through rounds of prototyping and testing with sample makers because there are more variations of bells and whistles. People unfamiliar with our products might think our toys are only adorable, but there is more than meets the eye. Many customers have come back and told us how surprised they are with the quality and durability of our plush toys.

Our Wobble Ball, a treat-dispensing enrichment toy, features attractive floor and counter point-of-purchase displays that have captured many people’s interest and done well at retailers too.

PPN: What kind of feedback and requests
do retailers share with you regarding the
company’s products?

WC: Seller feedback is a key component to our evolution. From suggestions on function and trendspotting to pricing and merchandising display, we love to hear from our retailers. We are fortunate to have many great retailers who regularly share with us what works for them or what they would like to see.

Some customers request certain customizations.

PPN: Please elaborate on the various en-
vironmentally friendly and eco-conscious
programs P.L.A. Y. has in place in its manu-
facturing facility and processes.

WC: Besides using eco-friendly materials and packaging whenever possible, we also have gone to great lengths to make our supply chain greener. Our factory is a family-owned business. By visiting several times a year and working closely with them, and being their primary customer, we can influence and exact change in various aspects of the manufacturing process. Many eco-conscious programs are in place. For instance, we helped our manufacturer implement a waste-sorting and recycling program as well as a wastewater recycling program, and replace all the lighting on the shop floor with energy-saving LED lights.

P.L.A.Y. recently has been awarded the Green America Gold, the highest level of certification by Green America, a U.S.-based nonprofit that promotes ethical consumerism. We also have obtained Oeko-Tex 100 certification for some of our products with a stringent factory audit as part of the process.

PPN: P.L.A. Y. just expanded to the Euro-
pean Union. What are your plans and
goals there?

WC: As of December 2015, in addi-
tion to our warehouse locations in
New Jersey, Los Angeles, Europe
and Hong Kong, we now have
local EU fulfillment capability.
Our warehouse is located in Ein-
hoven, Netherlands. Previously,
our products already had been
selling in the EU through dis-
tributors in the U.K., Germany,
Switzerland and Spain, but now
we can better support our current
and future EU distributors. It also
empowers us to service boutiques
and small chains in the region
that our distributors do not cover.

It’s still early days, but as evidenced by our email and call inquiries, there is demand for our brand in the EU, and we are positive about the strategic value of this long-term investment.

PPN: What did the company launch at Glob-
al Pet Expo in Orlando, Fla.?

WC: Our new Scout & About line,
a collection of outdoor products
that celebrates the active-living
lifestyle with dogs, includes toss
and float toys, functional training
pouches, travel bowls, portable
outdoor mats and even outdoor
tents designed for dogs. We also
introduced Wobble Ball 2.0, an
enhanced version of our popular,
treat-dispensing interactive toy,
as well as a line of blankets for the
home called Luxe Throw.

PPN: How does P.L.A. Y. give back?

WC: Giving back is a core value of and a source of pride within our company. In 2012, we developed our Warm Bellies Initiative in partnership with the Petfind-er Foundation, where we donate a mat to a shelter animal in need around the country for every bed sold directly online. Since the inception of the program, our customers have helped us donate over 1,000 Chill Pads and helped more than 95 shelters across the U.S.

We also wanted to help pro-
tect animal populations and hab-
itats all over the world. Currently,
2 percent of the purchase price
from P.L.A.Y.’s Under the Sea
Toy Collection and Bugging Out
Toy Collection benefits the Inter-
national Fund for Animal Welfare
to aid in its mission to reduce the
commercial exploitation of ani-
mals, protect wildlife habitats and
assist animals in distress.

In 2015, we welcomed our newest partnership with Zero—The End of Prostate Cancer. During the month of November, we give 20 percent of the purchase price from our Mustache Beds and 10 percent of the proceeds throughout the rest of the year to Zero, which works to advance research, encourage action and provide education and support.

Furthermore, today’s youth are the key to continuing our mission to improve animal welfare. With this in mind, we created our Scholars Helping Collars Scholarship. Now in its fourth year, we choose from hundreds of essays annually to award one high school student who can share their story of the impact they made in the life of a rescue animal or animal welfare cause. We contribute a $1,000 scholarship to use toward their college education.

While we maintain our current giving back programs, we provide products and gift certificates to nonprofit and charitable groups year-round.

PPN: What plans does the company look
forward to in the future?

WC: We have many exciting plans in the pipeline. We’re committed to making products that are better for pets, people and the planet and expanding our presence across the globe. We want to grow our portfolio of unique, quality products with a purpose that are innovative and solve a need. As we grow, we will continue to help animals in need through our giveback programs. ■