BY AUDREY PAVIA
SuperZoo is all about connections. Whether it is with a familiar face or someone new, the show floor offers buyers an opportunity to forge rela- tionships with pet product manufacturers from all over the industry in a plethora of product categories. Show exhibitors are also hoping to
create new partnerships as buyers walk the show.
This year’s SuperZoo features a number of new exhibitors showcasing new and innovative pet products. Here’s
a sampling of a few:
Pet Acoustics (booth 2731) in Washington Depot,
Conn., is making its SuperZoo debut by showing several
products that use sound to help calm anxious pets.
Some of the products the company is presenting are
the Safe & Sound Cat Tunnel, Safe & Sound Pet Bed and
Safe & Sound Crate Liner, all of which utilize 2-inch Blue-
tooth cube speakers pre-loaded with calming frequen-
“They help reduce environmental stress and sound
sensitivity, and they’re perfect for travel,” said Janet Marlow, founder and CEO.
The development of several of these products ties in
to the growth in popularity of high-end cat products, according to Marlow.
“Products being developed for cats are becoming in-
creasingly important,” she said. “High-end consumers
and products enhance cats’ quality of life, and people are
picking up on it now.”
During the company’s time at SuperZoo, Marlow
hopes to connect with small and large retailers.
“We’re confident we have solutions to pet issues and
would like more people to understand the benefits of our
unique product line,” she said. “We want to strengthen
the bond and relationships we share with our pets. Our
integrative techniques speak to this, and it would be nice
if retailers get onboard with us.”
The human-canine bond is the inspiration behind the
products from We For Dogs (booth 2630) in Milton, Ga.
The company is debuting its We Leash at this year’s show.
“We are proud to present the We Leash, a revolu-
tionary new way to walk with your dog,” said co-owner
Jennifer Arnold. “The We Leash features a user-com-
fortable handle for you to hold, and an enticing crinkly
handle or toy for your dog to hold. In addition, we will
be sharing our attachable We Toys for use with the We
Leash, and a nonattachable version for play when not
walking on leash.”
The We Leash is designed to facilitate the feeling of
secure attachment through the connection between the
dog’s mouth and the human’s hand while also giving
dogs a feeling of control, according to Arnold, who said
that the product is a direct response to how humans feel
about their canine companions.
“Across all categories, there continues to be an in-
New in Town
creasing awareness of the importance of the human-dog
bond,” Arnold said. “There is also a trend toward rec-
ognizing the sentient nature of dogs, and our need to
focus on how our dogs feel. We know that happy dogs
are those dogs who have both deep connections to their
people and some measure of control over what happens
in their lives.”
The company determined that SuperZoo offers a per-
PET ACOUS TICS
THE SAFE &
SOUND PET BED.
WE FOR DOGS
ITS WE LEASH
AT THIS YEAR’S
SuperZoo welcomes first-time exhibitors in the New
Exhibitor Row area on the show floor.
AND IT’S A REAL
The 2017-2018 APPA National Pet Owners Survey IS HERE
Also available as an e-book
Consumer Insights and Marketing Intelligence.
Trusted. Objective. Actionable.
To order go to www.americanpetproducts.org/survey,
for an order form or phone 203.532.0000 x. 520