TUG-E-NUFF
MANUFACTURING SUSTAINABLE DOG TOYS
DOG TOY PRODUCT DESIGN
PROJECT BRIEF
In 2017, Tug-E-Nuff was seeking a product design consultancy to develop products for their industry-leading dog toy brand which specialises in tug toys. Duku’s primary task was to come up with new product ideas and design products which would enrich owners’ relationships with their dogs through play, while solving training and behavioural issues. Duku’s initial work surpassed expectations and led to a long-term partnership acting as Tug-E-Nuff’s chosen product development and manufacturing partner across a wide range of products.
PROJECT PROPOSAL
Duku worked closely with Tug-E-Nuff’s experts to develop new products as well as enhance their existing product range. Work included designing a range of toy solutions which appeal to dog owners and are tough enough to withstand the demands of dogs and also sourcing a dog toy manufacturer that aligned with the brand’s core sustainability values.
PRODUCT FEATURES
Material selection: Tough plastic and fabric materials
Long life: Long-lasting and bite-proof materials and product design
Visually engaging: Design research of stimulating and appealing colours
Quality manufacturing: Super strong stitching and assembly methods
DEVELOPMENT PROCESS
We product development with a focus on sustainable design requirements
In the concept development stage, we started with concept sketching and design visualisation to explore features and aesthetic direction. Among the new product ideas developed were the tough bite-proof ‘Power ball’ and the enriching food toy ‘The Clam.’
Duku’s product design engineers worked with Tug-E-Nuff’s dog experts and Teddy, our in-house canine product tester, resulting in an innovative and engaging range of new dog tug toy products.
It was important to the client to create sustainable products, so the Duku team sourced a reliable dog toys manufacturer who could supply quality products constructed from responsibly sourced materials. The products would then be hand-finished by the Tug-E-Nuff team in Devon.
Duku provided full product development services - from concept to market ready production. Costs were a key consideration throughout design development, therefore value engineering was a key factor in design for manufacture reviews. In addition to product design support, we helped manage production and logistics processes, eliminating supply chain issues and identifying significant cost-saving opportunities.
PROJECT OUTCOME
The new tug toy dog product range has been a huge success. In 2021, Tug-E-Nuff surveyed over 2,000 professional dog trainers and dog owners and found that 96% of customers rated the quality of the dog toys 4 or 5 stars, while 7/10 said the toys helped them tackle their biggest training challenges, including recall, and 80% felt the toy had a positive impact on their bond with their dog. The enhanced dog tug toy designs offer many benefits, whether owners are playing with family pets or training working dogs.
WHAT HAPPENED NEXT?
Today Tug-E-Nuff enjoys a fantastic reputation as a world-leading dog tug toy brand, with thousands of five-star customer reviews. In 2024, Tug-E-Nuff was nominated for multiple awards, becoming a finalist in the ‘Independent Retailer of the Year’ category for The PetQuip Awards and winning ‘Online Business of the Year’ in the Pet Industry Federation Awards. In the same year, Tug-E-Nuff dog toys were recommended by The Independent and in Smart Bark’s Ultimate Guide to the Best Dog Toys.