Every pet home has one. The basket of toys in the corner, most of them barely touched, while your dog carries around the same sad, chewed-up something for the third year running. Or the cat who ignores a brand new toy and spends the evening attacking the box it came in.
It is not that your pet is fussy. Most toys simply don't match the way that particular animal wants to play. The good news is that the way we think about pet toys has changed a lot. Toys are no longer just something to keep a pet busy. They are tools for exercise, a busy brain, calmer evenings and a closer bond with you.
Here is what is changing in the toy box, how to read your pet's play style, and how to choose toys that actually get used.
Five Shifts in How Pets Play
1. Brain games are the new fetch
A walk tires the legs. A puzzle tires the brain, and for many dogs that is the part that never gets enough work. Industry researchers now name enrichment toys and mental stimulation as one of the biggest drivers of growth in the pet toy market, and puzzle toys and treat dispensers have moved from niche to everyday.
The idea is simple: make your pet work a little for a reward. A treat ball that drops kibble as it rolls turns a meal that would be gone in seconds into a proper job. Try the Pawise Giggle Treat Ball, which giggles as it rolls, or the Smart Treat Ball. Cats are not left out: the Cat Brain Teaser Treat Ball lets them paw and roll for their reward.
If you want to go deeper into why this works, our guide to dog enrichment covers ten ways to do it at home.
2. Tougher toys for tougher players
Anyone who has picked plush stuffing out of the carpet will understand this one. Durability has become one of the main things pet owners look for, and search interest in durable dog toys has climbed sharply over the past year. Chew toys are already the biggest single category of pet toy sold.
The answer is not one indestructible toy, because no toy is truly indestructible. It is choosing the right material for the job:
- Stuffless plush for dogs that love to shred. There is no stuffing to pull out and scatter, just a squeaker inside. The Stuffless Squirrel, Duck and Chipmunk are good examples.
- Reinforced plush for dogs that are rough on soft toys but still love a cuddly one. The Pawise Real Tuff bear, crocodile and rabbit have reinforced seams.
- Nylon and textured rubber for serious chewers. The Dura Chew nylon bone and the Molar Chew give strong jaws a safe outlet, and the textured surfaces work the gums as your dog chews.
3. Calm is a kind of play too
Not every toy should wind your pet up. One of the fastest-growing corners of the toy aisle is gear designed to settle a dog down, led by the humble lick mat.
Licking is a naturally soothing behaviour. The repetitive action is linked to the release of feel-good endorphins, and trainers and behaviourists often use lick mats during grooming, bath time, thunderstorms and before a stressful outing. Spread a thin layer of wet food, plain yoghurt or xylitol-free peanut butter on a textured mat, and freeze it if you want it to last longer.
The Pawise Lick It mat does this job, and for dogs that inhale their dinner, a slow feeder bowl makes them work around ridges for each mouthful.
4. Play that follows instinct
The toys pets love most tend to let them do what their ancestors did for a living. Dogs chase, catch, grab, shake, tug and chew. Cats notice, stalk, chase, pounce and catch. When a toy lets your pet act out that sequence, it becomes irresistible. When it doesn't, it sits in the basket.
That is why a rope toy is a classic for tug lovers, why a ball on a rope flies further for fetch fans, and why a cat will ignore a still toy mouse but go wild the moment it moves like prey. Toys that combine more than one of these actions, like a ball with a tug handle, are especially popular right now because one toy covers several games.
5. Fewer toys, rotated often
This one costs nothing. Pets get bored of what is always lying around. Keep four to six toys out at a time, ideally a mix such as one soft toy, one chew, one fetch or tug toy and one puzzle. Pack the rest away, and swap a couple every week. A toy that has been out of sight for a fortnight often comes back as good as new.
Match the Toy to the Player
Watch how your pet plays for a few days. What do they do with a toy in the first minute? That tells you almost everything you need to know.
| If your pet is a... | Look for | Try |
|---|---|---|
|
Shredder Plush toys last minutes |
No stuffing, or reinforced seams | Stuffless Squirrel, Real Tuff plush |
|
Power chewer Gnaws for long stretches |
Hard nylon or tough rubber, sized up | Dura Chew bone, Molar Chew |
|
Fetch fanatic Drops the ball at your feet |
Easy to throw, easy to spot, gentle to catch | Flash Frisbee, Ball with Rope, Tennis Bouncer |
|
Tug lover Grabs and pulls |
Rope or a rubber ring with a handle | 3 Knot Rope, Tug-N-Play Ring |
|
Teething puppy Chews everything, including you |
Soft textures kind to baby teeth | Puppy Life Teething Set |
|
Gentle carrier Parades a toy around the house |
Soft latex or vinyl squeakers | Latex Chicken, Sprinkle Dessert |
|
Bored or food-driven dog Gets into mischief when home alone |
Treat dispensers and lick mats | Giggle Treat Ball, Lick It mat |
|
Indoor cat hunter Stalks your feet at night |
Wand toys you control, small prey to catch | Meow Meow Life Wand, Unicorn Catnip Wand |
|
Solo cat player Bats things under the couch |
Balls and toys that move unpredictably | Ball with Tail, Play-N-Squeak, Pop Up Tunnel |
The Ten Minute Hunt: How to Play With Your Cat
Cats get the most out of play when you are on the other end of the wand. Vets commonly suggest a couple of short sessions of around ten minutes a day, which mirrors the short bursts of a real hunt. Here is how to make those minutes count.
- Wake the prey. Start slowly. Twitch the wand toy at the edge of your cat's vision, then move it away from them, never towards them. Prey runs away.
- Let them stalk. Pause behind a chair leg or under a cushion. The crouch and the bum wiggle are the fun part, so give them time.
- Chase. Speed up, change direction, skitter across the floor and flutter up into the air like a bird.
- Let them win. Let your cat catch the toy regularly. A cat that never catches anything gets frustrated, not tired.
- Feed the hunter. End with a small meal or a few treats. Hunt, catch, eat is the natural order, and many cats groom and settle down afterwards.
If your cat is not a fan of catnip, don't worry. Not all cats respond to it, and plenty of cats play just as hard with a toy that moves well. A scratcher nearby is a good idea too, since many cats like a stretch and a scratch after a good game.
A Quick Toy Safety Checklist
- Size matters. Choose balls and chews too big to be swallowed. If in doubt, size up, especially for large dogs.
- Check toys weekly. Throw out anything cracked, splintering or missing chunks. Remove plush toys once the squeaker or stuffing is exposed.
- Retire frayed rope. Rope toys are great for tug, but take them away once long strands start coming loose.
- Put wand toys away. Strings, feathers and ribbons are for supervised play. Store them out of reach afterwards so they don't get chewed or swallowed.
- Supervise new toys. Watch the first few sessions to see how your pet uses a new toy before leaving them alone with it.
- Lick mats are not chews. If your dog starts chewing the mat itself, swap it for a tougher enrichment toy.
FAQs
How many toys does my dog or cat need?
Fewer than you think. Four to six toys out at a time, with a mix of types, is plenty. Rotate them weekly so each one stays interesting.
Why does my dog ignore new toys?
Usually the toy doesn't suit how your dog likes to play. A tug lover won't be excited by a puzzle on its own, and a gentle carrier may find a hard nylon bone boring. Watch what your dog does with its favourite toy and choose something similar. Playing with a new toy together for the first few minutes also helps.
How long should I play with my cat each day?
Two or three short sessions of about ten minutes work well for most cats. Short, regular sessions are better than one long one, and play before meals fits your cat's natural hunt, eat, rest rhythm.
Are rope toys good for dogs' teeth?
Chewing on cotton rope can help rub away some debris as the fibres move between the teeth, but a toy is not a replacement for brushing or dental care. Use rope for play, and supervise so strands aren't swallowed.
What toys are safe for puppies?
Softer teething toys designed for puppies are the best starting point, as very hard chews can be tough on baby teeth. Choose a size your puppy can carry but not swallow, and move up to tougher toys as the adult teeth come in.
Is delivery free?
Local orders over R550 in Johannesburg and Cape Town qualify for free delivery. Everywhere else, delivery is calculated at checkout.
