Play9 Secures Jollyes Listing as Growth Story Continues

Brighton-based pet brand and Pet Industry Federation member Play9 has secured a national retail listing with specialist pet store chain Jollyes. The partnership will place the company’s signature treat-dispensing puzzle, The Roolo, onto physical store shelves nationwide, significantly expanding consumer access to interactive mental enrichment tools. The trade agreement represents a key scale milestone for the independent business, building directly upon its initial national retail listing established with Pets Corner.

The flagship device is constructed using a specialised geometric principle known as the Reuleaux tetrahedron, creating a three-dimensional form of constant width that produces unpredictable, self-propelling movements when nudged by an animal. This mechanical design deviates from traditional static puzzle feeders by forcing dogs to actively track, forage, and problem-solve to retrieve food rewards. Veterinary research indicates that incorporating structured cognitive tasks into daily feeding routines offers substantial behavioural benefits, including natural pacing for fast eaters, reduced baseline anxiety, and targeted mental stimulation.

Since launching, the independent business has expanded its commercial portfolio from a single-product start-up into a growing pet brand encompassing nutritional treat ranges alongside upcoming compact product variants. The national retail listing aligns with a broader macroeconomic shift across the UK retail landscape, where consumers increasingly prioritise interactive toys over static plastic chew products. By integrating with high-traffic commercial retail stores, the company aims to embed active puzzle feeding into standard domestic pet care routines.

Commenting on the national retail expansion, Lee Bridges, Co-Founder of Play9, stated that making structured enrichment tools simple and accessible for the wider public is central to the company’s long-term vision. He noted that achieving retail space with a respected national retailer like Jollyes validates the growing consumer demand for products that actively support companion animal cognitive health.

Trade stockists, independent retailers, and pet owners can find out more by visiting the Play9 website.