The Story of Playbuddy: From Heavy-Duty to Happy-Dogs

How did a mining rubber specialist create South Africa’s leading dog toy brand?

In the hills of Hammarsdale, KwaZulu-Natal, Playbuddy was born out of an unlikely but powerful idea, what if the same world-class rubber used in mining and railway equipment could be transformed into safe, durable toys for dogs?

It all started with MasQtec Pty Ltd, our parent company, which has been a trusted name in rubber moulding solutions since 1969. For over five decades, MasQtec has supplied high-performance components to the mining, rail, and heavy earthmoving equipment industries—including OEM giants like Bell Equipment. Our expertise lies in rubber-to-metal bonding, injection and compression moulding, and CNC precision tooling—serving some of the toughest industries in the world. But the leap from machines to mutts? That happened almost by accident.

A Pet Store. A Price Tag. A Big Idea.

About a year ago, Alan Palmer (Managing Director) and Warren Benn (Operations Director and a chemical engineer with over 35 years in the rubber industry) were in Johannesburg, waiting to see a mining client. With some time to spare, they wandered into a pet store in Modderfontein.

Alan was looking for a toy for his golden retriever, Molly, when he spotted a rubber dog bone. Shocked by the price tag, he handed it to Warren, who immediately examined the weight and finish and said, “We can make this better, and locally.”

That was the lightbulb moment. The idea for Playbuddy was born.

Informed by Research. Driven by Purpose.

Returning to KwaZulu-Natal, the team commissioned FGI Market Research Africa to conduct a comprehensive study on the dog toy market, analysing materials, channels, pricing, toy types, and consumer trends over a three-month period.

The data was clear: there was space in the market for a high-quality, food-grade rubber toy brand—designed and made in South Africa.

After consultations with Absolute Pets, South Africa’s leading specialty pet retail group, we began building the brand. We partnered with Just Design to develop the identity and aesthetic. And for packaging, we turned to Triumph Packaging, a trusted collaborator who helped bring our physical product presentation to life.

The brief to Triumph was simple, but crucial: We needed packaging that would stand out on shelf, hold heavy, dense rubber toys securely in place, and reflect the bold, playful energy of the brand. Triumph delivered on all fronts, with packaging that was both visually striking and technically robust, giving Playbuddy a premium edge from day one.

Launched in South Africa. Built for the World.

Playbuddy officially launched in November 2024, stocked in over 150 Absolute Pets stores across South Africa. The brand gained immediate traction, and rapidly expanded into vet practices, independent pet stores, and boutique pet retailers nationwide.

In March 2025, Playbuddy debuted on the international stage at the Global Pet Expo in Orlando, USA. Since then, we’ve begun preparing for global expansion into the USA, UK, and European markets through distributor partnerships and localised brand activation.

What’s Next: Unique Toys. Never Seen Before.

Innovation drives everything we do. Our next release, Twizzoo, is a spiral-shaped, chew-resistant, food-grade rubber toy with unpredictable bounce and twist. Designed for play, engagement, and treat dispensing, it's safe, stimulating, and dishwasher-friendly.

We’re also about to launch four entirely new toy designs, unlike anything currently on the market. Developed in-house from the ground up, each one offers a unique shape, function, or challenge, reflecting our commitment to making Playbuddy the most original and trusted rubber dog toy brand on the shelf.