Tug-E-Nuff's Power of Play Report
Every year Tug-E-Nuff asks dog owners about how they play, what challenges they face, and how life with their dogs really looks behind the scenes.
We do it because we’re heavily invested in The Power of Play…
And because we’re endlessly curious about how to help dogs and their people enjoy more of it.
Play isn’t just something dogs do for fun.
It’s how they burn energy, learn about the world, and remind us to stop taking life too seriously.
It’s also how we build trust, beat boredom, and share meaningful moments together away from the hustle and bustle of busy lives.
Below we share the results from Tug-E-Nuff’s September 2025 Power of Play Survey.
Playtime rules the day
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9 in 10 owners play with their dog every day.
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80% say tug is their dog’s favourite game.
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7 in 10 see better behaviour after play with Tug-E-Nuff toys.
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89% say play with Tug-E-Nuff toys has deepened their bond.
But while most dogs get plenty of home fun, only 20% of owners use toys on walks - even though recall tops the list of behaviour struggles. It seems many owners still see play solely as entertainment, not as a way to teach skills or build calm, confident behaviour.
Common dog behaviour problems
Our survey revealed only 3% of owners don't have any behaviour challenges with their dogs. So if your dog's behaviour is less than perfect, you're not alone - but play can help!
The most common dog behaviour problems faced by UK dog owners are:
The top six challenges (recall → focus) all link to arousal and attention regulation. The good news? Play is the perfect solution to boost self-control and connection.
Why owners use toys
When asked why they buy toys, owners said it’s mainly to burn energy (74%) and bust boredom (79%).
Fewer owners linked toys to training or confidence - yet those who use Tug-E-Nuff toys were far more likely to say play helps with recall, focus, and calmness.
Customers told us they use toys as tools for teaching, not just entertainment - and they don’t have to replace them often.
Only 2 in 10 customers said they buy new toys because old ones wore out, proving that Tug-E-Nuff quality stands up to daily play.
Breed and play insights
Certain breeds stood out for their enthusiasm and quirks.
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Spaniels and Retrievers are the biggest fetch fans and love toys they can chase or retrieve from water.
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Collies and Shepherds prefer toys that move unpredictably or let them tug with purpose.
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Terriers want toys that squeak and fabrics that can take tenacious tugging.
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Small companion breeds love lightweight tugs and soft handles.
Across all breeds, tug play came out on top - proof that purposeful play isn’t just for working dogs. It’s universal, easy, and endlessly adaptable.
The play takeaways
Dog owners across the UK agree on one thing: play is at the heart of a happy life with dogs
… But too often, we save it for the sofa, not the park. We limit play to entertainment, but it has the power to do so much more.
At Tug-E-Nuff, we’re on a mission to change that.
Play isn’t just fun, its purposeful and practical - and it’s the secret to a stronger bond, better behaviour, and calmer walks.
Discover how to turn playtime into progress:
👉 tug-e-nuff.com/games
