MultiPet
- Company typePrivate
- Founded1995
- HeadquartersEast Rutherford, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
MultiPet firmographics
Firmographics- Name
- MultiPet
- Legal name
- MULTIPET INTERNATIONAL, INC.
- Website
- https://multipet.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
MultiPet industry classification
Industry- Product category
- Pet Toys and Accessories
- NAICS
- Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)
- SIC
- Dolls & Stuffed Toys (3942)
- akta.pro primary industry
- Pet Toys, Training & Enrichment Products Distribution (CRAOAKAE)
- akta.pro secondary industries
- Pet Bedding, Furniture & Habitat Products Distribution (Beds, Crates, Aquariums) (CRAOAKAG), Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF), Pet Supplies Omnichannel (CRAFAEAJ)
Keywords
Where MultiPet is headquartered
LocationHeadquarters
- HQ city
- East Rutherford
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
MultiPet business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Pet Product Sales (Wholesale): Primary revenue stream through wholesale distribution of pet toys, beds, and accessories to over 40,000 retail outlets. Products include dog toys, cat toys, pet beds, pet care items, and licensed character products sold through major retailers globally.
- Direct-to-Consumer Multipacks: Limited online sales through company website, offering curated multipack boxes of products. Only Multipacks are available for direct consumer purchase; individual products must be purchased through retail partners.
- Licensed Character Products: Revenue from products featuring licensed characters including Gumby, Popeye, Woody Woodpecker, Mr. Bill, Neopets, Paul Frank, Sonic The Hedgehog, Rubik's Cube, Illumination's Minions, Eric Carle, Artsy Pets, and Margaritaville. Also holds the license for Lamb Chop, originally Shari Lewis's sock puppet character.
- Komodo Reptile Brand: The company's Komodo brand provides reptile and aquarium accessories including habitats, enrichment products, and wellness items, generating additional revenue through pet industry specialty channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | World Pup Lamb Chop 2-Pack - Limited Edition soccer-themed product |
| Unit Pricing | Pay-as-you-go | Lamb Chop Box - Curated Multipack |
| Unit Pricing | Pay-as-you-go | Pride Box - Limited Edition |
| Unit Pricing | Pay-as-you-go | Birthday Dog Box |
| Unit Pricing | Pay-as-you-go | Squeakables Multipack |
| Unit Pricing | Pay-as-you-go | Best Sellers Box |
| Unit Pricing | Pay-as-you-go | Loofa Dog Box |
| Unit Pricing | Pay-as-you-go | The Cat Box |
| Unit Pricing | Pay-as-you-go | Gotcha Day Box |
| Unit Pricing | Pay-as-you-go | Small Pup Box |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
MultiPet product offering
Product offeringCore offering
MultiPet designs, manufactures, and distributes pet toys, accessories, pet beds, and pet care products (training pads, waste bags, wipes) primarily through B2B wholesale channels to over 40,000 retail outlets worldwide. The company also maintains a limited direct-to-consumer online channel that sells only Multipack bundle products.
Product overview
MultiPet International is a premier award-winning designer and supplier of pet products established in 1995. The company offers a diverse portfolio of pet toys and accessories for dogs and cats, along with reptile/aquarium products under the Komodo brand. The core product lines include the iconic Lamb Chop (plush toys inspired by Shari Lewis's sock puppet) and Loofa Dog (consumer-recognized plush toys). The product ecosystem spans multiple sub-brands: Happy Tails (pet beds), Pet Envy (premium plush), Fuzzu (cat toys), Catnip Garden (catnip products), and Special Edition seasonal toys. Licensed products include Margaritaville beach-themed items, classic characters (Gumby, Mr. Bill with sound, Popeye, Woody Woodpecker with laugh, Minions, Sonic, Rubik's), and seasonal holiday editions. The company also offers pet care essentials (training pads, waste bags, wipes) and curated gift boxes/multipacks. Products are distributed through over 40,000 retail outlets worldwide with design teams in the US, Europe, and Hong Kong.
Differentiator
Problem solved
Functional benefit
Brands
- Happy Tails: Pet beds product line offering corduroy value beds, sherpa beds, cuddle beds, and luxury options
- Pet Envy
- Fuzzu
- Lamb Chop
- Loofa Dog
- Komodo
- Lamb Chop LOVE
- Multipet Eco
- Aromadog
- Canine Clean
- Catnip Garden
Companies that use MultiPet
Customer profileSegments3 records
Ideal customer profiles2 records
MultiPet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
MultiPet partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- How2RecyclecoreMultiPet joined the How2Recycle label program to clearly communicate to pet owners the recyclability of Multipet branded packaging, improving recycling practices and demonstrating environmental commitment.
- The Trevor ProjectminorWith each Pride Box sold, MultiPet donates a portion of profits to the Trevor Project, a U.S.-based nonprofit providing crisis intervention and suicide prevention services to LGBTQ+ youth.
- Australian Koala FoundationminorMultiPet donated proceeds from the sale of Jumbo Koala toys to the Australian Koala Foundation to help save animals injured in Australian wildfires.
- Breast Cancer ResearchminorMultiPet introduced the Pink Ribbon Loofa Dog whose proceeds benefit breast cancer awareness and research.
- Military OrganizationsminorMultiPet supports troops through the Camouflage Loofa Dog, donating proceeds from sales to various military organizations.
- Licensed Character PartnerscoreMultiPet licenses characters including Gumby, Popeye (95 years), Woody Woodpecker, Mr. Bill (SNL), Neopets, Paul Frank (Julius), Sonic The Hedgehog, Rubik's Cube, Illumination's Minions, Eric Carle, Artsy Pets, and Margaritaville for pet toy products.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
MultiPet competitors and assessment
Company assessmentDirect peers
- KONG Company: KONG is a direct peer as a premier designer and wholesaler of dog toys (including the iconic KONG rubber toy), serving pet specialty stores and mass retailers globally with a comparable brand-and-distribution model to MultiPet's Loofa Dog and plush lines.
- Outward Hound: Outward Hound designs and distributes puzzle toys, plush, and enrichment products to mass and pet specialty retailers, closely mirroring MultiPet's wholesale-driven model across dog and cat toy categories.
- Ethical Products (Spot): Ethical Products manufactures and wholesales plush and novelty pet toys under the Spot brand to retailers worldwide — a direct competitor to MultiPet in the wholesale plush toy category.
- ZippyPaws: ZippyPaws specializes in plush and squeaker pet toys distributed through pet specialty and online retailers, closely overlapping MultiPet's plush category with a similar brand-led, licensed-character approach.
- Starmark Pet Products: Starmark designs and distributes training and interactive dog toys through pet specialty retail, comparable to MultiPet's Nobbly Wobbly and durable toy lines in B2B wholesale.
- JW Pet Company: JW Pet designs and wholesales dog and cat toys, treats, and care products to mass and pet specialty retailers, directly competing with MultiPet across multiple toy and accessory categories.
Broad incumbents
- Hartz Mountain Corporation: Hartz is a large, established pet products company offering toys, treats, and care items across mass and grocery channels. It competes with MultiPet on retail shelf but operates a much broader pet care portfolio at greater scale.
- Petmate: Petmate is a broad pet products manufacturer and distributor spanning carriers, beds, toys, and feeding — competing with MultiPet across multiple categories (especially Happy Tails beds) but at much larger scale.
Emerging players
- Frisco (Chewy private label): Chewy's Frisco private label spans plush toys, beds, and pet accessories distributed through Chewy.com — a direct competitive threat to MultiPet at the retail level that bypasses traditional wholesale channels.
- Best Friends by Sheri: Best Friends by Sheri specializes in pet beds and calming products distributed through pet specialty and online channels, overlapping MultiPet's Happy Tails bed category with comparable premium positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
MultiPet social profiles
Digital presenceMultiPet financial estimates
Financial estimateRevenue estimate
Valuation estimate
MultiPet leadership team
Management profileNumber of profiles
Profiles1 record
MultiPet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MultiPet 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 MultiPet
What does MultiPet do?
MultiPet designs, manufactures, and distributes pet toys, accessories, pet beds, and pet care products (training pads, waste bags, wipes) primarily through B2B wholesale channels to over 40,000 retail outlets worldwide. The company also maintains a limited direct-to-consumer online channel that sells only Multipack bundle products.
Is MultiPet a public or private company?
MultiPet is a private company. It is classified as unknown and is currently operating.
When was MultiPet founded?
MultiPet was founded in 1995. It employs 51 to 100 people.
Where is MultiPet based?
MultiPet is headquartered in East Rutherford, United States, in the North America region.
How does MultiPet make money?
Four revenue lines are on record. Pet Product Sales (Wholesale) is the primary driver. The others are direct-to-Consumer Multipacks, licensed Character Products and komodo Reptile Brand.
Who are MultiPet's main competitors?
Direct peers on record are KONG Company, Outward Hound, Ethical Products (Spot), ZippyPaws, Starmark Pet Products and JW Pet Company. Broad incumbents are Hartz Mountain Corporation and Petmate. Emerging players are Frisco (Chewy private label) and Best Friends by Sheri.
Does MultiPet have an API?
No public API is recorded for MultiPet.
What industry is MultiPet in?
MultiPet's product category is Pet Toys and Accessories. Its primary akta.pro industry code is CRAOAKAE, Pet Toys, Training & Enrichment Products Distribution, with a secondary code of CRAOAKAG, Pet Bedding, Furniture & Habitat Products Distribution (Beds, Crates, Aquariums). Its NAICS code is 423920 and its SIC code is 3942.