When a CPG brand greenlights wave two of a pet licensing deal, someone made a decision to expand. Cabot Creamery and Play Pet Brands just added two new SKUs to their cheese-themed dog toy collection, the Whipped Cream Crinkler and the Vermont Cheddar Shredder, joining the original Seriously Sharp Squeaker that launched the line.
Here's what just happened
Play Pet Brands (the company formerly known as P.L.A.Y.) and Cabot Creamery expanded their food-inspired dog toy partnership with two new items. The Whipped Cream Crinkler combines crinkle texture and a squeaker. The Vermont Cheddar Shredder is an interactive toy with pull-out shredded cheddar pieces that double as a treat-hiding spot. Both join the original Seriously Sharp Squeaker, which launched the collection. All three toys are filled with PlanetFill eco-friendly stuffing made from 100% post-consumer recycled plastic bottles, use AZO-free dyes, and are machine washable. The collection will retail for $12 each and be available on the Play Pet Brands website, Cabot Creamery website, and in select retailers starting August 1.
Why this is actually a big deal
Food brand extensions in pet have been a fixture at trade shows for years. The fact that Cabot is expanding the line, not just restocking wave one, means the company decided there was enough reason to add more SKUs. That decision tells you something about how the first wave performed, even if the press release doesn't spell it out.
The format choices matter too. Play isn't just adding more plush squeakers. The Whipped Cream Crinkler leans into texture variety (crinkle plus squeak), and the Vermont Cheddar Shredder is an interactive enrichment toy with pull-apart pieces and treat-hiding functionality. That's a different play mechanic than the original squeaker, which changes the conversation from "cute" to "functional."
When a CPG brand doubles down on a pet licensing deal after launch, it's not just brand love, it's a business decision that someone had to justify internally.
What this means for the shelf
For the buyer: If Cabot's expanding, you need to know how the first wave performed in your store before the rep pitches the new SKUs. Pull your sell-through on the Seriously Sharp Squeaker. If it moved, the expansion is an easy yes. If it didn't, you need to understand why before you add two more facings.
For the store owner: Food-inspired toy lines are becoming more common. Cabot's expansion means the company sees enough in the category to add more products. That changes how you think about endcap and impulse space. A single novelty SKU is a test. A three-SKU collection with different formats is a planogram decision.
For the brand/DTC operator: Cabot's expansion shows there's retailer willingness to stock brand crossovers when the product format offers something beyond just recognition. The interactive shredder format and the crinkle-plus-squeak combo are functional hooks, not just branding. If you're pitching a licensing deal or a novelty line, lead with the play mechanic, not just the brand name.
How we're thinking about it
We're reading this as a signal that food-inspired pet toys are moving beyond one-off launches. Cabot's expansion suggests the company sees enough in the category to invest in more SKUs, and the interactive formats (shredder, crinkle) are different enough from the original to give customers a reason to buy more than one.
The $12 price point is also worth watching. It's high enough to protect margin but low enough to stay impulse-friendly. How that price holds as the collection expands will tell you whether the perceived value is landing with customers.
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The B Corp angle (both Cabot and Play Pet Brands are certified B Corporations) is a nice story for the press release, but we're guessing the expansion decision came down to business fundamentals, not just values alignment.
What to do about it
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If you stocked the Seriously Sharp Squeaker: Pull your sell-through report this week. If it moved in the top half of your toy category, call your rep and get allocation on the new SKUs before August 1. If it sat, figure out why (price, placement, customer demo) before you add two more facings.
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If you passed on wave one: This expansion is a second chance to test the category. The interactive shredder format gives you a different customer hook than the original plush squeaker. Try one SKU (the Vermont Cheddar Shredder) on an endcap near treats and see if the treat-hiding functionality drives attachment.
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If you're a brand operator watching this: Study the format choices. Cabot didn't just add more plush. They added crinkle texture and an interactive shredder with treat-hiding functionality. The lesson: novelty gets you in the door, but different play formats give customers a reason to buy multiple SKUs. If you're pitching a licensing deal or a food-inspired line, lead with the play format, not just the brand name.
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If you run a multi-location chain: Use this as a test case for how food brand extensions perform across different store formats. Watch how the different formats (plush squeaker vs. interactive shredder) perform in different locations and customer bases.
The Bottom Line
When a CPG brand greenlights wave two of a pet licensing deal, it's a business decision someone had to justify. Cabot's expansion tells you the company sees enough in the category to add more SKUs, and the different formats give you more ways to test what works on your shelf.