If you’ve never squeezed a poop-in-a-bag squishy or considered a calming mousse for your cat, you’ve never been to SuperZoo.
Hosted by the World Pet Association (WPA), SuperZoo is the largest pet products marketplace in North America. The 2026 edition took place at the Mandalay Bay Convention Center in Las Vegas on Aug. 12-14, bringing together emerging brands and established manufacturers to shape the future of pet ownership.
Pet owners are increasingly applying the same standards they use for themselves and their families into pet-related decisions. This is driving the growth of products that give them visibility into everyday and preventive care, support strict environmental standards, provide mental engagement, and extend beyond function into lifestyle.
The show attracts a unique audience of content creators who are instrumental in driving exposure and unlocking new audiences for exhibitor brands. While legacy brands still show up with display-heavy footprints and unengaged staffers, next-gen brands are giving experiential more bite than ever. Here are favorite moments.
From the SuperZoo Archives:
Benebone
Dogs loved the pool in front of the Benebone exhibit, and owners enjoyed a multi-station exhibit where they could collect pins and win prizes. To promote the new treat pods, the brand set up a human treat station where attendees could customize a brownie shaped like the toy’s refill with whipped cream and sprinkles. The toughness of the new heavy-duty line, in collaboration with Goughnuts, could be tested at the workbench, complete with hammers and safety glasses (will ask our Brittany about that one). Green products “grew” in the Greenhouse, and the new display offered retail inspiration. (Partner: Condit Exhibits)
ZippyPaws
The dog toys and gear brand had a line around the corner with a diner-themed activation. From the jukebox to the brand ambassadors’ outfits, to the rollerblades, to toy pizza slices, attention to detail was sizzling. Attendees were invited to take a photo, share it on socials and follow the brand and scan a QR code to take a survey, all to place an order for a food-themed toy in a paper to-go bag. A milkshake toy? That came out of a 50s-themed red fridge. How cool is that!
Bark
It was hard to miss the giant inflatable octopus that seemed to be swallowing this pet brand’s product displays. This year, Bark invited the dogs and their creator parents to the Licksters Toytesters challenge, where they got to try out the brand’s latest toy in a photo-op setting and document the results with content. A whiteboard highlighted the latest case studies, such as Louis the Frenchie, who was so busy for 42 minutes he didn’t steal the human dinner when friends were over.
Choolip
Scooping for samples is so much more fun than just getting them. This Korean pet treat manufacturer built around its exhibit—and its contact list in the process—by offering attendees five seconds of scooping in return for a newsletter signup. Tiers of onsite purchases unlocked a “Golden Scoop.” A milk-pong challenge also brought excitement to the new Berry Good Milk pouches.
Brutus Bone Broth
Designed with content creators in mind, this 10×20 booth turned the volume up on the playful ‘90s aesthetic. The candy-colored palette, neon signage and retro artwork created a highly Instagrammable moment, while nostalgic touches such as Ring Pops and Jones Soda gave the experience a distinctly throwback feel.
Veterinary Formula / Dental Fresh
My cat’s breath broke the mirror, said one of the messages on the wall of this exhibit, offering a playful take on pet wellness. At the scenario card station, attendees could match issues like “he’s scooting so much the carpet qualifies as an exfoliating treatment” to “scoot happens” and the appropriate supplement. Dental sticks were the stars of “Stick the Landing,” where attendees could also leave their “Stinky Stories” on an old-school payphone.
“For the dental refresher we rebranded recently, we gave it the voice of the customer we’ve already had with real customer reviews,” says Shaina Sharaby, e-commerce account strategist for the brands. That’s how “I love you, from a distance” and “Back up just a bit” became the backdrop for the activation.
Custom prizes were available for pets and their parents. For each signed pawprint on the outside walls, the company donated $5 to local animal shelters. (Partner: Exhibit Craft)
Photo credit: Anna Huddleston/Event Marketer
