Nearly a decade ago, Ellen Lawson had four dogs that were tough on toys. In particular, plush toys tended to develop holes quickly, and Ellen couldn’t seem to find dog toys that had quality construction and fabric. So, she started Fluff & Tuff toys in 2010 and began working with a children’s toy manufacturer to create durable toys that would please all types of dogs.
While no toy (especially a plush toy!) is indestructible, Mud Bay has plenty of customers who agree that Fluff & Tuff can withstand more than the average plushie. Fluff & Tuff starts with their incredibly thick and tough Tuffweb™ liner that’s covered with plenty of plush fur and double-stitched seams. Plus, Ellen’s unique designs make both Muddies and Mud Bay customers smile.
So, when it came time to partner with a toy manufacturer to develop a unique Mud Bay toy, Fluff & Tuff was at the top of our list! To celebrate this year’s launch of Salish Sockeye, our exclusive salmon toy, we talked with Ellen to learn how she turns her ideas to reality.
EL: When designing a toy, I always try to start off with a real image of an animal. I go online and look at a lot of different photos of that animal, so I understand exactly what it looks like in the wild. Most of all, I want the toy I create to look natural and not look like a caricature. At the same time, I also want to create a toy that’s appealing and attractive to dogs and owners.
Sockeye salmon are distinctive looking when they’re spawning. And when I create toys, I want someone to automatically know what animal they are seeing. So, I decided to highlight the spawning sockeye salmon because their coloring is so distinctive at that time.
The next step is to decide on the colors, shapes and size of the toy and combine all that information. Then I send those specifications to our manufacturers. They have a designer on staff who will help me by pulling the fabric and creating a mock-up of the toy.
From there, the design is done via actual samples of the product. When I get the first mockup, I might say: This color isn’t right, or the fins could be larger. Most alterations are around the face. The face is very difficult to get right. There’s a lot of back-and-forth until we get it just right.
EL: Well, that depends. Some of them are super easy. For example, we just launched a unicorn that was easy for me. And then there are more difficult toys. I will say that Salish was a little more difficult. We had to work to find the right fabric and shape. Plus, there was a little added pressure because it was for someone else.
Generally, from start to when it arrives at our door, it’s three to six months. It just depends on the level of detail involved and how many alterations it takes to make it look realistic. Some toys are just vastly easier than others. However, I’d guess it’s usually six months on average.
On rare occasions, we’ll have a toy that we’ve designed that never makes it into production. We’ll start with an idea, but when we start working with prototypes, we realize that a toy won’t work for our customers. Luckily that’s been a rare occurrence.
EL: There have been some that surprised me in both ways. There are toys that sell extremely well that I never thought would, and there are toys that end up being duds. For example, our Beach Ball sells incredibly well. I thought it would do pretty well, but I didn’t expect the level of popularity.
Our tiny Shelly Turtle is probably our number one bestseller. But we just designed it thinking little dogs might need toys, and we never expected that type of response.
I don’t want to name names, but we do have a couple that I thought would do well, but they didn’t do as well as we hoped. But they’re still around, waiting to be discovered by a larger audience.
EL: I have a few toys that I loved designing. Our first toys were such fun to design because I had no idea what I was doing. Most recently, Tico the Sloth was a lot of fun because sloths are such interesting little creatures. Also, people were really anticipating him.
And then—and I’m not saying this because we’re talking—I think that Salish Sockeye salmon was a lot of fun to design because it was something different. It was my first toy for someone else, so I had to think about what someone else would want and create that.
EL: In the beginning, it was easy to decide because we created toys based on what animals dogs see in the yard, such as squirrels, bunnies or raccoons. Then I discovered that certain shapes work best for some dogs than other shapes. For example, many dogs do well with long, narrow toys. We launched a fish on a whim, and people really liked it. Our Ruby Rainbow trout is one of our most popular toys.
Right now, we have about 60 different toys, so we decide via intuition. We ask ourselves what might be missing or what might be fun. We’re also looking into doing a regional toy. We have people in the Northeast that ask for lobsters all the time.
But often we’re just thinking about what style of toy might be missing. We might consider making a toy that has a specific size or shape. We also try to think about toys that might double as frisbees or tug toys. And in the case of Violet Unicorn, Lola Flamingo and Jimmy Parrot, sometimes we just want to create a toy with a little extra color or fun. ***
Ellen Lawson founded Fluff & Tuff with her husband, Chris. Now they work together to create high-quality dog toys that meet the standards set for U.S. children’s toys. They also rely on the input of their two rescue dogs, Georgia and Harry, to let them know what toys are ready for production.
Furvor bone 🦴 broth for dogs is made with 100% human-grade ingredients and is highly concentrated, so every squeeze adds real nutrition to your dog’s routine.
🐕 It’s packed with protein, amino acids, and nutrients that can support gut health, mobility, skin and coat, and overall wellness.
🐾
It’s also an easy way to boost hydration and bring a little excitement back to the bowl—especially for picky eaters. Just mix it with water, pour it over kibble, or serve it on its own.
🐶
Shop Furvor 🛒 🛍️ 🐕 Bone Broth in-store or online at Mud Bay!
#mudbay #furvor #bonebroth #dogs #healthypets
Weruva WX Phos Focused Freeze-Dried Chicken and Tilapia is a low-phosphorus, high-protein supplement made from 93% boneless, skinless chicken breast, tilapia, and egg white. It has no grains, fillers, bones, or organs.
🐈
Due to its naturally low phosphorus content, this food is suitable for cats requiring phosphorus management, particularly those with kidney conditions. Additionally, it’s highly digestible protein helps maintain lean muscle mass.
🐈
You can serve it dry or add water to soften the texture. Adding water can help your cat digest it more easily and boost their daily water intake. This recipe is meant as a supplement and works well as a topper or treat alongside a complete, balanced diet.
🐈
If you want help figuring out if this is right for your cat, visit your local Mud Bay and speak with a Muddy, or shop with us online today.
#mudbay #healthypets #kidneyhealth #cats #catfood
If your pup brings the energy indoors, meet their new favorite toy. The ultra plush Fluff & Tuff Soccer Ball is designed for fetch, toss, and all-out play.
⚽ 🐕
With a strong inner mesh liner and concealed double stitching, it delivers the durability Fluff & Tuff is known for in a soft, soccer-inspired design.
⚽ 🐕
Kick off the fun and shop the Fluff & Tuff Soccer Ball in-store or online at Mud Bay.
#mudbay #fluffandtuff #dogs #timetoplay #healthypets
Need to keep your dog engaged while you work, host, or help them burn energy?
🐕 🐶
The Woof LickMat and LickMix make enrichment easy.
The textured design encourages longer licking, helping promote calm behavior and engagement. Premeasured lines make portioning easy every time.
🐾 🐕
Simply mix the grain-free Cheddar and Bacon LickMix. It’s easy to digest, simple to prepare, and each bag provides 10 or more lick sessions. Made from 100 percent silicone, BPA-free, and dishwasher safe. Strong suction cups keep the LickMat stable for easy, everyday use.
🐕 🐶
Enhance your dog’s daily enrichment—visit us in-store or online and bring home the woof LickMat and LickMix today.
#mudbay #woof #healthypets #dogs #petenrichment
👀 Looking for a way to slow down mealtime and keep your dog thinking? The GURU Pet Company Bobble Ball turns your dog’s food into an interactive activity.
🐕
Simply fill it with kibble or small treats, screw the top back on, and let the wobble begin. The weighted base creates unpredictable movement that keeps dogs engaged and working for every bite.
🐾
A great option for dogs new to enrichment or seasoned puzzle pros.
🐕
Shop in-store or online at Mud Bay today.
#mudbay #dogs #staybusy #healthypets #dogtoys
🎉 New Mud Bay Air-Dried Toppers are now available in-store and online at Mud Bay!
🐕
We’re excited to offer two new formulas that are complete and balanced for both cats and dogs.
🐈
The Digestive Support Formula has beneficial fiber from lentils and sweet potato, along with probiotic inulin from chicory root. It also includes organic apple cider vinegar for extra immune and digestive support.
🐾
Our Hip & Joint Support Formula features turmeric, oat flour, and omega-3 fatty acids from tuna 🐟 to help support joint mobility and immune health.
🐕
All Mud Bay Air-Dried Toppers are veterinarian-formulated and free of corn, wheat, soy, and artificial preservatives. And they are convenient and easy to use as a complete meal, a treat, or a topper.
🐈
You can find the full line—including Skin & Coat, Cognitive, Digestive, and Hip & Joint Support formulas—exclusively at Mud Bay.
#mudbay #healthypets #mealtime #pnwpets #mudbayairdriedtoppers
💫 New at Mud Bay!
🥥 🐕
CocoTherapy Cranberry Sweet Potato Pie and Peanut Butter Blondie Coco-Charms. Small in size and low in calories, they are an ideal training treat.
🥥 🐕
Made with 100% organic ingredients, you can feel good giving them to your dog during longer training sessions. CocoTherapy Coco-Charms are also free from grains, dairy, gluten, eggs, and preservatives, and are low glycemic.
🥥 🐕
Shop the Cranberry Sweet Potato Pie and Peanut Butter Blondie CocoTherapy Coco-Charms in-store or online today!
#mudbay #cocotherapy #trainingtreats #dogs #healthypets
🎉 🎉 GIVEAWAY! New Mud Bay Air-Dried Toppers for Cats & Dogs
🐾
We’re excited to give you a chance to win a bag of one of our newest Mud Bay Air-Dried Topper formulas.
Mud Bay Air-Dried Toppers are veterinarian-formulated, complete and balanced for cats and dogs, and easy to use as a topper, treat, or complete meal.
🐕
New Mud Bay Air-Dried Topper Formulas:
Digestive Support
Made with turkey, chicken, and lentils, plus organic apple cider vinegar and chicory root to help support healthy digestion and immune function.
🐈
Hip and Joint Support:
Made with turkey, chicken, fish, and oats, plus turmeric and omega-3s from tuna to help support mobility and joint health.
🐶
To enter:
👍 Like this post
😃 Tag us and tag a friend
🤝 Follow us
We’ll pick winners at random and notify them on April 16th. Each winner will receive a bag of our newest Mud Bay Air-Dried Toppers. 🍀 🤞 Good luck!
#mudbay #foodtoppers #dogs #cats #petfood
Check out these new aquatic-themed toys for your pup from Fluff & Tuff.
🦑
Available in-store now: Claude the squid, with tentacles that are great for tugging.
🐕
We also have Dottie the Puffer Fish, who will keep your pup active with a nice fetch session, and, last but not least, we have Millie the Axolotl, who is an engaging option for all of the above and ready to shake up your pup’s toy selection.
🐠
Shop these fun new Aquatic options for your pup in-store or online today!
#mudbay #fluffandtuff #dogtoys #playtime #pnwpets
We visited the local dog park today to share a fun spring surprise 👀🎉
🐕
The park pups got to try our newest Mud Bay Air-Dried Toppers!
🐾
We can’t share all the details on these new toppers yet, but here’s what we can tell you:
🐾
Two new formulas are coming soon, and you’ll find them both in stores and online. They’ll be available in 8-ounce and 24-ounce bags.
🐕
Just like our current toppers, these new formulas give both cats and dogs complete and balanced nutrition. You can serve them as a full meal, sprinkle them on top of their food, or offer them as a treat.
🐾
Thank you to all the pups who came by to try them today.🐾🎉
Check back next week because we have a giveaway coming up. Stay tuned and have a great spring!🌈 💐 🌷 ☀️ ☔
#mudbay #dogpark #sneaktreat #mudbayairdriedtoppers #new
Keep your pet happy and blissfully engaged with the woof LickMat and LickMix.
🐾 🐕
The LickMat is BPA-free, 100% silicone, and dishwasher safe on the top rack, with suction cups for stability and a design that encourages longer licking. It also features suction cups for stability and a design that encourages longer licking, while its built-in mixing bowl and measuring lines make mixing easy.
🐾 🐕
The Bacon and Cheese LickMix is grain-free and designed for use with the LickMat, woof Pupsicle, or as a meal topper. Each bag yields about 10 LickMat sessions when used as directed.
🐾 🐕
Treat your dog with the Woof LickMat and LickMix. Shop all woof products in-store and online today!
#mudbay #woof #dogs #enrichment #petproducts
Stock up on your dog’s favorite Bulk Biscuits and make every refill count.
🐾
Mud Bay’s Bulk Biscuits are all-natural, with many locally sourced options, including organic and grain-free varieties. When you refill your Mud Bay Mud Bucket, you pay $4.24 per pound instead of $4.99 on every refill. That’s 75 cents saved per pound, or 15% off each refill.
🐕
Our Mud Buckets are BPA-free, dishwasher safe, and come in two handy sizes: 2.75 liters and 8.5 liters. Designed for easy refills and fresher storage, they help make treating your dog simple and eco-friendly.
🐾
Refill. Reuse. Re-Biscuit. Visit your local Mud Bay today to pick up a Mud Bay Mud Bucket and some tasty biscuits for your dog!!
#mudbay #mudbuckets #dogs #treats #healthypets
