We identified the need for puppy specific solutions in our assortment.  Because I shared this space with national brands I was locked into their pink and blue color palette, but I was able to take the assortment beyond cute baby looks to address the developmental needs of the puppy as it grows. Below is an example of a research deck (insights have been blurred) showing the thought process that went into the designs.  

This lamb came with a pocket belly to allow the pet parent to place a t-shirt inside to comfort puppy with their smell. 

Chenille rope toys gives puppy a gentle tug option.

Bungee bellies offer a cozy tug toy.

Rope core stick toys for the more aggressive chewers.

These are very unique toys with a rubber foam fill, giving chewers the option of a plush chew toy.

A freezable toy to soothe puppy's gums while teething.

These are a two-in-one toy.  The plush toy can be pulled out of the belly cage to give cuddling and fetch solutions.

We offered re-inforced tough chew toys for the big pups.

These toys are variations of treat dispensers.  The four ball toy can be pulled apart and hidden around the house.  The large ball can be used as a fetch toy, as well as, treat dispenser.  And finally the elephant plush toy was attached to a teething ring with treat dispenser at the bottom for a multi-use toy.

This treat dispenser can be pulled apart by puppy for a special surprise inside!

This fetch toy comes with fabric inside to allow puppy to "shred" without destroying anything.  

This is an example of a puzzle toy.  It was designed to allow puppy to destroy a toy, one of puppy's favorite activities, without actually ruining it.