Dog toy set to take the market by storm in 2018
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One of the most talked about new products at PATS Telford this week was the PetBloon, a colourful and fun dog toy which is set to take the pet market by storm in the year ahead.
The PetBloon is modelled on a successful children's toy – the BubaBloon – and it certainly caught the attention of pet retailers during the PATS exhibition.
Much like the old fashioned bladder that was inside a leather football, you place a latex balloon into a hole in the outer fabric and blow it up. The USP of the product is the fact that you do not require to tie a knot. You merely twist the latex about 10 times and tuck in as the pressure from the inflated balloon against the fabric keeps it from going down. If it does get burst, you simply replace the balloon.
The level of interest was a surprise to BubaBloon's CEO, Lorna Edwards, who spoke to Pet Trade Xtra following a successful show for the company.
How did first come across the concept of the BubaBloon?
I was asked to look at the product my friend Elena had received as a gift from Australia – it was a homemade version of what we call BubaBloon. She asked me if I thought it was a product that she could commercialise. I looked at it and did some research, wrote a business plan, found a local manufacturer and had some samples made. Then she asked if I would invest. I said yes, and put down £25k. Then two months later she got pregnant with her second child. The initial concept was to create an online business. In March 2016 I took over the majority share in the business as she didn’t have the time to return full time to work and I saw the business going in a different direction.
You appeared on Dragons' Den with the BubaBloon, how did you find that experience?
I got really positive feedback from Deborah Meadon. She got the product and understood I was a business woman who knew what I was doing. Peter Jones was his usual self, trying to make his point, and they showed him stamping on the product with his size 14 feet and it burst.
What made you think it could work in the form of a dog toy?
I have an amazing business partner, Jane Johnstone, who has an Airedale hound. Jane took a BubaBloon home one evening and the dog got hold of it. Whilst he did burst it she got on the phone to me and said she thought we could change the fabric and dogs could have fun too. The rest is history. We have spent a year developing the designs and product with the support and creativity of Jamie Sterling. PetBloon is born, the pup is here.
What reaction did you get at PATS?
Quite astonishing really. I wondered if attendees would understand it, but we have over 200 business cards and I know we must have had over 300 on our stand in the two days.
Are you please you took a stand at the show?
Absolutely. 95% of Bubabloons are supplied to our export market and I now have several contacts abroad who are likely to take the PetBloon.
Has the reaction at PATS given you the confidence to go ahead with the PetBloon?
For me it was never a case of not proceeding, it was how big was the first order going to be to our manufacturer.
Were you taking orders or just gauging interest?
It was more about getting the packaging right, ensuring that the MOQ for smaller retailers weren’t too high and that the carton sizes we have packed in China aren’t split! We also wanted to see where the product sat with the size of the dog. We were pitching it at smaller dogs but we may tweak the wording and up the safe play for larger dogs.
Will you modify the product in any way following feedback from visitors to your stand?
The packaging will be changed slightly and the samples we had on the stand were working samples. We are overall very happy with the product, we just want to tighten up the stitching and use larger balloons.
What’s the next step regarding getting the product to market?
We intend to exhibit at PATS Sandown, I walked the show this year so meeting with importers from other countries is very important to the growth of the business. We will also be in Nuremberg if all goes to plan.
When can we expect to see the product in the shops?
The first orders will arrive in the UK mid January 2018. Once Christmas is over and the January sales finished it will give retailers a great chance to introduce a brand new product to their shelves.
For those retailers and pet buyers who didn’t make the show, how do they make contact with you?
Via the website Petbloon.com which should be live any day now or email lorna@bloonco.com
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