03/03/2026 - Training
Ask most dog owners what they do to train their dog and they'll mention treats, commands, maybe a clicker. Very few will say play. Yet according to Danny from Tug-E-Nuff, play might be the single most underestimated tool in any dog owner's kit, and most of us are doing it wrong.
The Mistake Almost Every Dog Owner Makes
When a dog seems uninterested in toys, owners tend to draw one of two conclusions: either their dog simply doesn't like toys, or they haven't found the right one yet. Danny would argue it's almost always neither. "Your dog more than likely will play," he explains. "You've just got to find the right spark."
The real issue is usually technique. Shoving a toy in a dog's face and waiting for a reaction isn't play. It's presentation. What actually triggers a dog's interest is movement that mimics prey. Erratic, unpredictable, low-to-the-ground movement activates the instinct to stalk, chase and pounce that every dog carries, regardless of breed. Change how you move the toy and you'll often change the dog's entire response to it.
Why Reward Toys Work Differently to Other Rewards
Treats are brilliant for training, but they have a ceiling. A dog that's full, distracted, or highly aroused often stops responding to food entirely. A well-used reward toy, by contrast, can cut through that arousal and give you a direct line to your dog's attention precisely when you need it most.
The key word there is "well-used." Tug-E-Nuff's approach is built on the idea that a reward toy only stays rewarding if it's kept special. Danny likens it to finding a favourite biscuit at the back of the cupboard that you haven't seen in months. The novelty, the anticipation, the association with something genuinely exciting. That's what you're building when you put the toy away between sessions rather than leaving it in the toy box.
This matters enormously in real-world training. Whether you're working on recall, managing reactive behaviour, or simply trying to build a stronger bond, a toy your dog genuinely values gives you leverage that treats sometimes can't match.
How to Actually Build Play Drive
If your dog currently ignores toys, don't give up after one or two attempts. Play drive is something you build over time, not something that either exists or doesn't. Here's where to start:
Move before you present. Get the toy moving on the floor before you bring your dog's attention to it. Let them notice it on their own terms.
Make yourself part of the game. The toy should feel like an extension of you, not a separate object. Your energy, your movement, and your engagement all signal to your dog that something worth paying attention to is happening.
Keep sessions short. End the game while your dog still wants more. This is the single most important thing you can do to maintain value in any toy.
Store it out of reach. If your dog can access the toy whenever they like, it loses its currency. Put it away between training sessions and bring it out only when you're ready to use it intentionally.
Pair it with something the dog already loves. Tug-E-Nuff's original product was a food bag, specifically designed so that dogs who weren't toy-motivated could smell the treats inside. The toy became associated with something rewarding and gradually the toy itself became the reward. You can replicate this at home by rubbing a toy with a high-value treat or stuffing it with food to begin with.
Matching the Toy to the Dog
Not every toy suits every dog, and getting this wrong is one of the most common reasons play training stalls. Tug-E-Nuff's range of around 30 products exists precisely because different dogs need different things.
Larger, more physical dogs often do well with chunky tug toys that give them something satisfying to grip. Smaller or softer-mouthed dogs may prefer something with more give. Dogs with a strong chase instinct tend to love the Chaser range, particularly the sheepskin and faux fur squeaky versions. Retrievers and water-loving breeds often respond brilliantly to BOB, the floating 3-in-1 dog bumper, which can be fetched, retrieved and tugged, and never sinks.
If you're not sure where to start, Tug-E-Nuff's Toy Quest Quiz will point you in the right direction based on your dog's individual personality and play style.
The shape, texture, size, and movement of a toy all influence whether a dog engages with it. If one toy isn't working, that's information, not failure.
Using Play to Solve Behaviour Problems
This is where reward toys become genuinely transformative. Many of the behaviours dog owners find most frustrating, pulling on the lead, ignoring recall, over-excitement around other dogs, have their roots in unmet instinctual needs. Dogs that don't have appropriate outlets for chasing, tugging, or carrying often find their own outlets, which rarely line up with what their owners had in mind.
Structured play gives those instincts somewhere to go. A dog that gets regular, satisfying tug sessions is often calmer, more focused, and more responsive to training overall. It's not a magic fix, and it works best alongside proper training guidance, but the impact can be significant.
Danny cites Tug-E-Nuff's own research, which found that 34% of dog owners in the UK feel confused about training their dogs. Play, used well, can be a bridge into training for owners who feel overwhelmed or unsure where to start.
What's New at Tug-E-Nuff
The brand's latest launch is the Whip It Flirt Pole, which brings Tug-E-Nuff's signature bungee design to flirt pole play for the first time. It's particularly well suited to high-energy dogs and comes with how-to videos so owners can get the most from it from day one, without guesswork.
It joins a growing range that continues to be shaped by real customer feedback and the team's own experiences with their dogs. New products are also in development for later in 2025, so it's worth keeping an eye on what's coming.
The Practical Bit
If you want to explore reward toy training, free resources are available to help you get started. The Power Up Play online course is completely free to access and covers everything from building play drive from scratch to specific games you can play with your tug toy. There's also a games video series packed with practical ideas for making play more varied and rewarding.
And if you order a toy and it turns out not to be the right fit, Tug-E-Nuff's 45-Day Tug It and Love It Guarantee means you can get in touch, work out what might suit your dog better, and have the toy exchanged. No awkward returns, just genuine support to help you find what works.
Start small, keep it fun, and remember that every dog has a play drive waiting to be unlocked. You just have to find the right key. Browse the full Tug-E-Nuff range or get in touch at [email protected] if you'd like some guidance before you buy.
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