DOG toys have come a long way from tennis balls and squeaky rubber bones. Today’s newest generation of canine toys is increasingly driven by technology, behavioural science and a growing understanding of dogs’ emotional wellbeing.

Interactive ‘smart toys’ are becoming one of the fastest-growing trends in the pet sector, with products designed not simply to entertain dogs, but to mentally stimulate them. Many now include motion sensors, treat-dispensing systems, app connectivity and automatic movement that encourages problem-solving and natural hunting instincts.

The shift reflects changing attitudes toward dog ownership in Ireland and beyond. Dogs are increasingly viewed as intelligent companions, requiring emotional engagement and cognitive enrichment rather than simply physical exercise.

Behaviourists say mental stimulation can play an important role in reducing boredom, anxiety and destructive behaviour, particularly for dogs left alone during the working day. Puzzle feeders, scent-based games and interactive toys are becoming increasingly popular among trainers, rescue organisations and owners looking to provide more enriching home environments.

Some of the latest innovations include AI-powered robotic toys that react to a dog’s movements, automatic fetch machines and toys with adjustable difficulty settings that adapt as dogs learn.

There is also growing interest in calming and enrichment toys for senior dogs and anxious pets, alongside more environmentally-conscious products made from sustainable materials.

However, experts caution that expensive gadgets are not always necessary. Simple enrichment activities, such as scent trails, food puzzles and owner interaction can still provide enormous benefits for canine wellbeing.

Ultimately, the rise of smart dog toys reflects a broader trend within the pet industry: a move toward supporting dogs’ mental and emotional health as much as their physical fitness.

For many owners, playtime is no longer simply about burning energy, it is becoming an important part of modern canine welfare.

Endless energy

Is your dog full of endless energy or getting bored if you have to leave him on his own? Check out the Cheerble Wicked Ball Air Interactive Dog Toy. This fun rechargeable interactive ball moves automatically using motion sensors to encourage chasing, play and mental stimulation for dogs left alone or needing enrichment.

The current price is approximately €46 and it is available from Pets at Home and other retailers.