As Glee 2026 approaches, we’re catching up with some of the brands set to make their mark at this year’s show. First up is Aurora Paws – an award-winning British eco dog toy brand and one of the newest names within the pet category at Glee.
Founded by Martin and Richard Livesley, Aurora Paws is built on a simple belief: dogs deserve better. The idea came from a moment of realisation familiar to many dog owners. Like so many, the pair had been buying toys without really questioning what they were made from, until they began to notice how quickly they broke, the mess they created, and the reliance on plastic, synthetic stuffing and unknown materials. As Martin puts it, it was a real “light bulb moment”. If these were products their own dogs were chewing and interacting with daily, were they really good enough?
From that point, the mission became clear: to create toys they would feel completely confident giving to their own dogs – safer, more durable, and far more considered in their environmental impact. Aurora Paws was born out of that mindset, combining care for their pets with a wider responsibility to the planet, and, as Martin says, “creating something we’d genuinely trust with our own dogs.”
Every Aurora Paws toy is designed in-house, with each product rooted in a story. Drawing inspiration from British culture, seasonal moments and personal memories, the range is intentionally characterful. Many designs carry deeper meaning, including pieces named after loved ones. This storytelling approach adds a layer of emotional connection, transforming each toy from a simple product into something more thoughtful and personal – “you’re not just buying a toy, you’re buying something with meaning” – an important detail that increasingly resonates with today’s consumer.
Sustainability sits at the heart of Aurora Paws, shaping not only how the products are made, but how they are used. The entire range is crafted from 100% natural, compostable materials including suede, jute, coconut husk and cotton fibres, many of which are by-products of other industries, helping to reduce waste without compromising on durability. As Martin explains, the aim was always to “move away from plastic and synthetic fillers entirely”, creating toys that are both safer for dogs and kinder to the planet.
That same thinking extends to how the toys function. Rather than being designed as indestructible products, they are created to work with a dog’s natural instincts, encouraging chewing, mouthing and enrichment in a way that supports wellbeing. “It’s about understanding how dogs actually play,” Martin notes, “and creating something that works with those behaviours, not against them.”
At Glee, Aurora Paws will showcase its growing collection of eco dog toys, alongside new developments including the upcoming British Heritage Collection. Each piece reflects the brand’s focus on thoughtful design, storytelling and responsible sourcing, something that continues to resonate strongly with today’s increasingly eco-conscious consumer.
With accolades already including the Agria Sustainable Exhibitor Award at Crufts 2026, Aurora Paws arrives at Glee with clear momentum, and a proposition that offers retailers something genuinely different within the pet category.
To date, Aurora Paws has built a strong foundation through independent pet boutiques, supported by organic growth via events such as Crufts, alongside social and direct engagement with customers. A small but growing number of garden centres and European stockists have also come on board. Glee 2026 marks a natural next step.
For the brand, the opportunity lies in connecting with a broader retail audience, particularly garden centres, where there is clear alignment with their core customer: predominantly female, spanning a wide age range, and increasingly eco-conscious in their purchasing decisions.
There is also a longer-term ambition to see the range sit within heritage and conservation-led retail environments such as the National Trust, RSPB and the Wildlife Trusts, spaces where sustainability and nature-led storytelling are already front of mind.
Unlike many exhibitors, Aurora Paws is approaching Glee with a measured mindset. This will be the brand’s first experience within a wholesale trade show environment, and success is not being defined purely by order volumes. Instead, the focus is on awareness, education and building the right relationships. As Martin explains, “it’s about finding the right partners – the ones who really share our ethos.”
The priority is to connect with retailers who share similar values around sustainability and wildlife, recognising that these partnerships will ultimately deliver the strongest long-term results.
