It all started with Bruce, our beloved chocolate lab, the inspiration behind Heady Chops™. Bruce has a signature move—chewing the heads off his stuffed animals and proudly trotting around with them like little trophies. Instead of trying to fix these sinister instincts, we decided to celebrate them.

So we made him a custom plush dog toy that skipped straight to his favorite part: the head. That one-off idea became Heady Chops™—a line of delightfully dark, wickedly well-made dog toys designed for pups who play hard and owners who appreciate a laugh.

Every toy is built with durable TuffThread reinforced canvas, soft velvet details, and double squeakers for long-lasting play. The result? A unique dog toy with a twist of humor.

Now, every furry friend can enjoy a decapitated cuddle buddy, just like our Bruce.