ZippyPaws
ZippyPaws (Bencoo, Inc.) is a privately held Chino, California-based pet products company founded in 2011 that designs, manufactures, and distributes plush and durable dog and cat toys, adventure gear, and feeders through DTC e-commerce, wholesale, and international retail channels.
- Company typePrivate
- Founded2011
- HeadquartersChino, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What ZippyPaws does
ZippyPaws, operating under the legal entity Bencoo, Inc., is a privately held U.S. pet products company founded in 2011 and headquartered in Chino, California. The company designs and manufactures a broad portfolio of dog and cat toys organized around several proprietary platforms: burrow-style hide-and-seek systems (Zippy Burrow, Bungee Burrow), proprietary durable toy technologies (Z-Stitch webbing, AirTuff, ZippyTuff), and an eco-friendly line (ecoZippy) certified to CE and EN 71 standards using recycled stuffing and sustainably sourced materials. The product portfolio extends beyond plush toys into adventure gear (wearables, leashes, car travel), feeders, and seasonal holiday collections, with a separate ZippyClaws sub-brand addressing cat owners.
The company operates a hybrid go-to-market combining a direct-to-consumer e-commerce storefront (zippypaws.com) with a B2B wholesale program, domestic retail distribution including mainstream off-price retailers, and an international retailer network. Pricing is unit-based, with products ranging from approximately $10.99 to $33.99 and free U.S. shipping above $50 for rewards-program members. Revenue is generated primarily through direct e-commerce sales and wholesale channel partnerships, with a points-based loyalty rewards program providing a small recurring engagement layer. ZippyPaws holds 11 registered trademarks protecting its core product lines and proprietary technologies, and the company has been bootstrapped through 15 years of continuous operation without disclosed external funding, M&A, or institutional investment.
The company is founder-led: Benny Cao serves as Founder and President, with Jennifer Cao as Co-founder and Vice President, supported by a Director of Operations and a Sales Manager in an organization of 11–50 employees. Customer segments are horizontal — individual dog owners and cat owners — reached through mass retail and direct channels rather than enterprise customers.
ZippyPaws firmographics
Firmographics- Name
- ZippyPaws
- Legal name
- Bencoo, Inc.
- Website
- https://zippypaws.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ZippyPaws (Bencoo, Inc.) is a privately held Chino, California-based pet products company founded in 2011 that designs, manufactures, and distributes plush and durable dog and cat toys, adventure gear, and feeders through DTC e-commerce, wholesale, and international retail channels.
- Ownership category
- akta.pro rank
ZippyPaws industry classification
Industry- Product category
- Pet Toys & Accessories
- NAICS
- Pet and Pet Supplies Retailers (45991), Hobby, Toy, and Game Retailers (45912)
- SIC
- Dolls & Stuffed Toys (3942), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Pet Toys & Enrichment Retail (CRALAHAE)
- akta.pro secondary industries
- Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)
Keywords
Where ZippyPaws is headquartered
LocationHeadquarters
- HQ city
- Chino
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ZippyPaws business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: ZippyPaws generates revenue primarily through direct-to-consumer sales via their e-commerce website, offering a wide range of pet toys and accessories at various price points.
- Wholesale Distribution: B2B wholesale channel through retail partnerships and international distributors.
- Rewards Program: Points-based loyalty program offering discounts and early access to new products in exchange for customer engagement and purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Product Pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
ZippyPaws product offering
Product offeringCore offering
ZippyPaws designs, manufactures, and sells a portfolio of pet toys and accessories — primarily plush and interactive dog toys, cat toys (ZippyClaws), an eco-friendly ecoZippy line, an Adventure Collection of outdoor/travel gear for dogs, feeders, and seasonal holiday collections. Products feature proprietary technologies including Z-Stitch webbing, Bungee Burrow elastic systems, AirTuff durability construction, recycled stuffing, and Shhhqueaker quiet squeakers, and are sold through the company's own e-commerce site, wholesale partners, and international retailers.
Product overview
ZippyPaws is a pet products company offering a diverse portfolio of dog and cat toys, adventure gear, and feeders through multiple branded lines. The core product is plush dog toys organized into collections including Classic Collections (Zippy Burrow®, Jigglerz®, NomNomz®, Miniz, RopeTugz®), Tough toys (ZippyTuff, AirTuff®, Z-Stitch®, Rope Gliderz), Interactive toys (Snufflerz, Bottle Crusherz), and ecoZippy sustainable toys. Cat products fall under the ZippyClaws® sub-brand. The Adventure collection provides wearables and travel accessories, while Feeders and seasonal Holiday collections round out the portfolio. Products are designed with various features including squeakers (multiple types), crinkle materials, stuffing options (with recycled materials), rope elements, and bungee components. The company operates from Chino, California and was founded in 2011.
Differentiator
Problem solved
Functional benefit
Brands
- ecoZippy: An eco-friendly product line featuring toys made from sustainable natural materials, including cotton, felt, corduroy, and recycled stuffing.
- ZippyClaws
Products and services
- Zippy Burrow®
Companies that use ZippyPaws
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
ZippyPaws technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
ZippyPaws partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- International RetailersminorZippyPaws maintains a network of international retailers for distribution outside the United States. The company lists an 'International Retailers' page on their website.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
ZippyPaws competitors and assessment
Company assessmentDirect peers
- Outward Hound: Specialty pet product company with a comparable mix of enrichment/puzzle toys, plush, and interactive dog products. Serves the same retail channels (pet specialty, mass, DTC) and competes for similar end-cap and category share.
- Ethical Pet: Independent pet products company with a focus on plush toys, seasonal collections, and value-tier pricing. Closely comparable go-to-market (independent retail + mass) and overlaps with ZippyPaws' holiday and themed SKU strategy.
- Petstages: Dog toy brand known for plush, stick, and interactive enrichment toys in similar price tiers. Directly comparable product architecture (plush toys with internal features) and target customer (dog owners seeking mental stimulation).
- Chuckit!: Performance fetch, ball, and interactive dog toy brand under Petmate. Competes with ZippyPaws' interactive and rope/tug categories (RopeTugz, Rope Gliderz, SportsBallz) and shares the same wholesale and DTC channel mix.
- Spot (Ethical Pet brand): Ethical Pet's value-tier plush and novelty dog toy line. Direct overlap with ZippyPaws' NomNomz, Crinkle Crops, and themed plush SKUs at comparable price points and similar independent/specialty retail channels.
- Multipet International: Mid-sized plush pet toy manufacturer with a comparable footprint (private, family-operated, multi-channel). Directly comparable in product mix (plush novelty, holiday/seasonal toys), price points, and customer base of independent pet retailers.
- Hyper Pet: Specialty interactive dog toy brand focused on fetch, flirt poles, and engagement products. Comparable in emphasis on interactive/outdoor play versus ZippyPaws' Adventure Collection and rope/tug categories.
- KONG Company: Iconic US pet toy brand with overlapping plush (KONG Wild Knots, Cozie), tough rubber, and interactive product lines serving the same dog owner segment as ZippyPaws. Comparable premium positioning and channel strategy (DTC + wholesale + international).
Broad incumbents
- Petmate: Large multi-category pet products company that owns Chuckit!, Petstages, and others. Competes broadly with ZippyPaws across toys, carriers, and outdoor/adventure gear, and has meaningfully greater scale and retailer leverage.
Emerging players
- Yeowww! Catnip: Specialty cat toy brand focused on catnip-infused kickers and plush. Comparable in cat segment overlap with ZippyPaws' ZippyClaws® cat sub-brand, particularly the Catnip Crusherz and Kickerz lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
ZippyPaws social profiles
Digital presenceZippyPaws compliance and trust
Trust signalCompliance2 records
ZippyPaws financial estimates
Financial estimateRevenue estimate
Valuation estimate
ZippyPaws leadership team
Management profileNumber of profiles
Profiles4 records
ZippyPaws funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ZippyPaws M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ZippyPaws
What does ZippyPaws do?
ZippyPaws designs, manufactures, and sells a portfolio of pet toys and accessories — primarily plush and interactive dog toys, cat toys (ZippyClaws), an eco-friendly ecoZippy line, an Adventure Collection of outdoor/travel gear for dogs, feeders, and seasonal holiday collections. Products feature proprietary technologies including Z-Stitch webbing, Bungee Burrow elastic systems, AirTuff durability construction, recycled stuffing, and Shhhqueaker quiet squeakers, and are sold through the company's own e-commerce site, wholesale partners, and international retailers.
Is ZippyPaws a public or private company?
ZippyPaws is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ZippyPaws founded?
ZippyPaws was founded in 2011. It employs 11 to 50 people.
Where is ZippyPaws based?
ZippyPaws is headquartered in Chino, United States, in the North America region.
How does ZippyPaws make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and rewards Program.
Who are ZippyPaws's main competitors?
Direct peers on record are Outward Hound, Ethical Pet, Petstages, Chuckit!, Spot (Ethical Pet brand), Multipet International, Hyper Pet and KONG Company. Petmate is listed as a broad incumbent. Yeowww! Catnip is listed as an emerging player.
Does ZippyPaws have an API?
No public API is recorded for ZippyPaws.
What industry is ZippyPaws in?
ZippyPaws's product category is Pet Toys & Accessories. Its primary akta.pro industry code is CRALAHAE, Pet Toys & Enrichment Retail, with a secondary code of CRALAHAM, Pet Apparel & Accessories Retail (Leashes, Collars, Clothing). Its NAICS code is 45991 and its SIC code is 3942.