As awareness of canine enrichment continues to grow, more dog guardians are recognising the importance of providing mental stimulation alongside daily exercise. Enrichment toys are designed to encourage natural behaviours such as foraging, chasing and problem-solving, helping to reduce boredom while supporting overall canine health and wellbeing. Reflecting this growing demand, canine wellness brand Play9 has announced a major retail milestone that will bring its flagship enrichment toy to even more dog owners across the UK.
Brighton, UK – Fast-growing canine wellness brand Play9 has secured a national listing with leading pet retailer Jollyes, marking another significant milestone in the company’s expansion and making its flagship enrichment toy, The Roolo®, available to even more pet parents across the UK.
The award-winning treat-dispensing enrichment toy will now be stocked in Jollyes stores nationwide, giving customers greater access to one of the UK’s most innovative enrichment products through one of the country’s largest specialist pet retail chains.
The agreement builds on Play9’s first national retail listing with Pets Corner in 2023. Two years later, that partnership continues to thrive, while the addition of Jollyes represents another major step in the company’s growing retail presence.
Founded with a mission to improve canine health and wellbeing, Play9 has rapidly evolved from a single-product start-up into an expanding canine wellness brand. Alongside the continued success of The Roolo®, the company has launched Tuki’s® Treats, is preparing to introduce The Roolo® Mini following a sold-out consumer pre-order, and has begun expanding into the US and Europe as demand for enrichment-led products continues to grow.
The Roolo® has become known for its distinctive design, creating unpredictable movement that encourages dogs to chase, forage and problem-solve as they earn food or treats. By tapping into natural instincts rather than relying on static puzzles or conventional treat dispensers, it provides long-lasting mental stimulation while helping to slow feed and encourage positive engagement.
The latest retail listing reflects the growing demand for enrichment products that support canine wellbeing while strengthening the relationship between dogs and their guardians.
“The Roolo® was created to make enrichment simple, accessible and genuinely enjoyable for our furry friends,” said the Play9 team.
“To see it available through a respected national retailer like Jollyes is something we’re incredibly proud of. It means even more canines and their pooch parents can discover the benefits of enrichment as part of everyday life.”
For Jollyes, which continues to invest in innovative and differentiated pet products, the addition of The Roolo® further strengthens its enrichment offering as more pet owners seek products that support dogs’ physical and mental wellbeing.
The national listing represents another milestone in Play9’s long-term mission to shape the future of canine health and wellness. With a growing portfolio spanning enrichment and nutrition, expanding international distribution and an unwavering focus on improving dogs’ lives, the company continues to establish itself as one of the UK’s most exciting emerging pet brands.
For more information, please visit www.play9.co.uk.
Frequently asked questions
What is The Roolo®?
The Roolo® is an award-winning treat-dispensing enrichment toy created by Play9. Its unique design encourages dogs to chase, forage and problem-solve while working for food or treats, providing mental stimulation and promoting positive engagement.
Why are enrichment toys important for dogs?
Enrichment toys encourage dogs to use their natural instincts, helping to provide mental stimulation, reduce boredom and make feeding or treat time more engaging. They can play an important role in supporting a dog’s overall wellbeing.
Where can I buy The Roolo®?
Following Play9’s announcement, The Roolo® will be available in Jollyes stores nationwide, alongside existing retail partners.
What other products does Play9 offer?
Play9 has expanded its range beyond The Roolo® with the launch of Tuki’s® Treats and is preparing to introduce The Roolo® Mini following a sold-out consumer pre-order.
Is Play9 expanding internationally?
Yes. According to the company, Play9 has begun expanding into the United States and Europe as demand for enrichment-led products continues to grow.
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