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Dogs get bored quickly, and most owners end up buying multiple toys just to keep playtime engaging. Waggle Works needed a clear way to position its customizable DIY toy kit as a smarter, longer‑lasting alternative.
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Dogs stay engaged when play feels open‑ended. Owners want toys that can be tied, twisted, combined, and rebuilt — not single‑use objects that lose their appeal. When toys invite creativity, both the dog and the owner stay involved in the play.
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Waggle Works is a playful, functional brand built around open‑ended creativity. The kit includes durable pieces and ropes designed to be tied into wild knots, looped through openings, and combined in endless ways. This modular system keeps play fresh, lets owners build new toys on the fly, and ensures dogs stay stimulated far longer than with traditional
one‑and‑done toys.
Waggle Works
Scope of work
Research | Packaging Design | Ad Campaign | Illustration | Copywriting | Naming
Waggle Works is a build‑it‑yourself dog toy kit created to keep dogs engaged, stimulated, and genuinely excited about playtime. This project focuses on crafting a customizable experience where dog owners can assemble durable, safe toys tailored to their pet’s size and play style, from chewy components to rope‑based activities. Instead of constantly buying new toys, Waggle Works offers a flexible system that evolves with a dog’s needs, making play more interactive, functional, and fun for you and all dog breeds.
Ad Campaign
Endless
This campaign highlights Waggle Works’ promise of endless creativity and play by leaning into light‑hearted humor. We show dogs living their best lives, sunglasses on, sprawled in the grass, surrounded by an explosion of toys, to capture the joy and freedom the kit makes possible. The message is simple: with Waggle Works, play never runs out.
