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True Dogs Introduces Industrial Dog Brand, Expands SodaPup and USA-K9 Lines


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True Dogs, LLC will launch a third brand of durable rubber dog toys called Industrial Dog. This brand features dog toys inspired by objects found in hardware, lawn and garden, and farm and feed stores.

“We’ve created the Industrial Dog brand to fill a void in the pet market,” said Adam Baker, founder and CEO of True Dogs in Boulder, Colo. “The Industrial Dog brand delivers a unique point of view that’s different from our SodaPup and USA-K9 brands. We wanted to create a brand that speaks to different consumers that are underserved by the dog toy options available today.

“We also wanted to create a brand that specifically addressed distribution channels outside of traditional pet specialty, ” he added. “Dog toys are sold in the hardware, lawn and garden and farm and feed channels but they currently carry the same brands and designs that are found in traditional pet distribution. This product line allows these types of retailers to differentiate their assortments.”

The Industrial Dog product line features designs inspired by gears, lug nuts, anchor shackles and wire nuts, to name a few. Several additional products are in the pipeline and will be introduced later in 2019.

The Industrial Dog brand features durable natural rubber dog toys that are made from a certified FDA-compliant material. Industrial Dog products are available to hardware, lawn and garden, and farm and feed retailers in the U.S. and Canada.

Small Dog Focus

The company has also expanded its selection of small dog toys across all of its six brands.

“Smaller breeds are becoming more popular, so we’re adjusting our product mix to reflect these shifts,” Baker said. “We realize that even smaller dogs can be power chewers so our focus is on building the strongest and safest dog toys for this growing segment of the market.”

SodaPup is introducing 20 small/medium designs that fit into each SodaPup brand, which includes SodaPup, Spotnik, USA-K9, Industrial Dog, Diva Dog and MuttsKickButt. Some of the designs are smaller versions of the company’s most popular toys like the Coffee Cup, the Rocket Man, the Cheeseburger, the Football and the Cupcake. Other designs are completely new like the Bull Frog, the LOVE Cube, the Dino Egg, the Gift Box and the Barkin’ Bag.

Military Support 

Finally, True Dogs will expand its USA-K9 brand of durable American-made rubber dog toys. The USA-K9 brand features dog toys inspired by military objects and targets the working dog, law-enforcement, military and veteran communities.

“By spending time with professionals in the working dog community and studying how they use our products in the field, we’ve been able to make quick strides to evolve our products to meet their rigorous demands,” Baker said. “The deep insights we’ve gained over the last year helped us understand that we needed more reward-oriented toys as well as toys that could stand up to working breeds with the strongest prey drives. This has culminated in the addition of a line of Magnum “Black Ops” reward toys that have the highest level of tear strength.”

SodaPup has also ramped up charitable giving within the USA-K9 brand by focusing efforts on the military working dog community, the veteran community and the police-K9 community.

Baker added that as a veteran himself he’s proud not only to give back to the military and law enforcement communities but also to build all SodaPup products in the United States.

True Dogs, LLC is committed to the development of high quality, American-made natural rubber dog toys that are innovative, safe and environmentally sustainable.

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