Logical Brands is a pet products company co-founded by 📝Adam Beatty and Lendy Beatty and the parent of Playology, a line of scented dog chew toys and interactive cat toys. Its brands, which also include Grrreen, Hound2O, and Moose & Pig, sell through major pet retailers across the United States as well as mass merchants and online marketplaces such as Walmart and Amazon.
Playology launched in 2017 as the first brand under Logical Brands. Its products are built on the company's patented Encapsiscent technology, which embeds natural scents into toy materials at a microscopic level to engage a dog's sense of smell; the company cites a 2020 Purdue University School of Veterinary Medicine study in which dogs stayed engaged with scented toys about seven times longer than with unscented ones (Pet Age, 2023). Trade press describes the founders as veteran innovators in the pet toy industry.
Adam was my roommate for two years at Harvard Business School. Logical Brands is a 📝Weekly Accounting client.