The West Paw Story: A Montana Toy Maker and Its Recycling Loop
West Paw began in 1996 when Spencer Williams bought a small pet toy maker in Livingston, Montana. Here is its story, its Zogoflex material and its toys explained.
In short
- West Paw dates its start to 1996, when Montana native Spencer Williams, then 23, bought a small pet toy company in Livingston, Montana.
- The company says it moved to Bozeman, Montana, in 1998 and built its own factory and offices there.
- West Paw describes itself as family owned and as the first pet product company to become a Certified B Corporation, in 2013.
- Its best known toys are made from Zogoflex, a flexible material the brand says can be ground up and remade into new toys again and again.
- Through its Join the Loop program, West Paw takes back worn Zogoflex and Seaflex toys, cleans them and turns them into new ones.
West Paw is a family-owned dog toy maker from Bozeman, Montana, best known for bendy, bouncy toys made from a material it calls Zogoflex. The company tells its story plainly: a young Montanan bought a tiny toy business, moved it up the road, and slowly turned it into a factory that takes its own toys back when they wear out. Here is that story as West Paw publishes it, followed by the toys of theirs you can find at Hey Lovi and what each one is for.
How West Paw began: a small toy company in Livingston
According to West Paw's own Family Owned page, the company began in 1996, when Spencer Williams, a Montana native who was 23 at the time, bought a small pet toy company in Livingston, Montana. It started with five full-time employees and a team of home-sewers, making soft toys for dogs and cats by hand.
The goal West Paw describes from those first days was to make the safest, highest quality toys it could. Spencer Williams still leads the company today as its CEO and president, and the brand calls him, a little playfully, its "Dog's Best Friend".
One small difference between the brand's own pages is worth knowing. Its history page says the company was in Livingston first and moved to Bozeman in 1998, while another West Paw page sums it up as family owned "in Bozeman, Montana, USA since 1996". Both agree on 1996 as the start; the move to Bozeman came two years later.
Bozeman, a factory of its own and a B Corp first
In 1998 West Paw moved to Bozeman, Montana, where it built its permanent manufacturing facility and offices. The brand puts a lot of weight on that factory: on its Our Story page it says it makes its products itself, in its own factory, so it knows what goes into every one.
The company also writes about how it runs as a business. West Paw says it became a Certified B Corporation in 2013 and calls itself the first pet product company to earn that status. On 1 October 2015, it says, it became the first company doing business in Montana to change its legal status to a Benefit Corporation, after Montana became the 29th state to allow that kind of company. West Paw also lists itself as a founding member of the Pet Sustainability Coalition.
Its stated purpose is to use business "as a force for good" so that future generations can enjoy a healthy planet, good work and strong communities. Whether or not those labels matter to you, they explain a lot about the toys: the materials, the take-back program and the focus on toys that last.
| Year | What West Paw says happened |
|---|---|
| 1996 | Spencer Williams, 23, buys a small pet toy company in Livingston, Montana, with five full-time employees and a team of home-sewers |
| 1998 | The company moves to Bozeman and builds its permanent factory and offices |
| 2013 | Becomes a Certified B Corporation, which it describes as a first for a pet product company |
| 2015 | On 1 October, becomes the first company in Montana to change its status to a Benefit Corporation |
| Today | Still family owned and led by Spencer Williams, making toys and treats in Bozeman |
What Zogoflex is, and why it matters to West Paw
Zogoflex is West Paw's own toy material: a firm but bendy thermoplastic that gives its toys their squishy, springy feel. The brand describes it as BPA free and latex free, and the packaging on many Zogoflex toys says they float and can go in the top rack of a dishwasher. That makes them handy for muddy parks, lake days and slobbery living rooms alike.
The bigger idea is what happens at the end of a toy's life. West Paw says Zogoflex can be recycled endlessly without losing its strength, and its Join the Loop program asks owners to send back worn Zogoflex and Seaflex toys. The company says it cleans them, grinds them up and makes new toys from the material.
Seaflex is the newer cousin. West Paw describes it as a blend of 12% recycled ocean-bound plastic and 88% Zogoflex, used in a handful of fetch and chew toys and feeding accessories. You can tell a Seaflex toy by its wavy, sea-inspired surface pattern.
West Paw fetch toys: discs and balls
Fetch is where West Paw's soft-but-tough material really shines. Hard plastic discs can be rough on teeth and on the hands that catch them; a bendy disc bends instead. Find more throwing toys in fetch toys and dog balls.
Zisc: the flexible flying disc
Zisc is a lightweight Zogoflex disc that flies far and is gentle on a dog's mouth and your hands. It floats, so it is a lovely pick for beach and lake days.
- Soft and bendy rather than rigid
- Floats in water
- Good for dogs who are not keen on balls
Sailz: a Seaflex disc with a hole in the middle
Sailz is shaped like a disc golf flyer and has a center hole that makes it easy for a dog to pick up off flat ground. It is made with Seaflex and is meant for moderate chewers.
- Center grip hole
- Made with Seaflex
- For fetch more than chewing
West Paw balls for fetch and catch
Each one fits a standard ball thrower, according to the brand's own descriptions.
Jive has a lumpy, ridged shape that gives it an unpredictable bounce, so it never rolls quite where a dog expects. Boundr is a hollow, squishy ball that floats; the two-pack comes in bright colours and one version glows in the dark, handy for evening games.
West Paw chew and tug toys
For chewing and tugging, West Paw uses the same Zogoflex material in thicker shapes. Size matters more than anything here: a toy should always be too big to swallow. Our guide to chew toys for strong chewers explains how materials and sizes compare across brands.
Rumpus: three lobes for a good chomp
Rumpus is a chunky toy with three rounded lobes that rocks and rolls on the floor. West Paw makes it for dogs who chew hard, and it also bounces and floats for a game of catch.
- Thick, solid shape
- Rolls unpredictably
- Dishwasher safe, per the brand
Bumi: an S-shaped tug toy
Bumi is a bright S-shaped toy that stretches to about twice its length, so it is made for tug with you or with another dog. It also floats and is easy to spot in grass.
- Stretchy for tug
- S shape is easy to grab at both ends
- Light enough to throw
More West Paw chew and play toys
Two sizes of Bumi and the Seaflex Drifty bone.
Drifty is a bone-shaped Seaflex toy with a carved wave pattern on its surface. The brand pitches it for moderate chewers and says it floats, so it works for gentle gnawing and short fetch games.
How to pick the right West Paw toy
Start with how your dog likes to play, then choose the size. Most West Paw toys come in small and large versions, and the brand prints a chewing level on many of its packs.
| If your dog loves | Look at | Why |
|---|---|---|
| Chasing and catching | Zisc or Sailz | Soft discs that fly far and float |
| Ball games | Jive or Boundr | Bouncy balls that fit a standard thrower |
| Tug of war | Bumi | Stretchy S shape with two easy ends |
| Settling in for a chew | Rumpus | Thick lobes made for dogs who chew hard |
| Gentle gnawing and water play | Drifty | Softer Seaflex bone for moderate chewers |
- Choose a size your dog cannot fit fully into its mouth.
- Introduce a new toy gently and stay close for the first few play sessions.
- Rinse or run through the top rack of the dishwasher when the packaging says it is safe to.
- When a toy is worn, retire it; West Paw's Join the Loop program takes back Zogoflex and Seaflex toys for remaking.
Want a quiet game for rainy days too? Our dog puzzle toys by level guide covers brain games from first puzzle to expert, and you can browse every West Paw toy on Hey Lovi with a West Paw search.
Questions people ask
Who founded West Paw?
West Paw says Montana native Spencer Williams bought a small pet toy company in Livingston, Montana, in 1996, when he was 23. He still leads the company as CEO and president.
Is West Paw a family-owned business?
Yes. West Paw describes itself as family owned and operated, based in Bozeman, Montana, where it moved in 1998.
Where are West Paw dog toys made?
West Paw says it makes its products itself in its own factory in Bozeman, Montana, and its Zogoflex toys carry Made in USA marks on the packaging. Check each toy's packaging for details.
What is Zogoflex?
Zogoflex is West Paw's own flexible toy material. The brand describes it as BPA free and latex free and says it can be recycled again and again into new toys through its Join the Loop program.
Are West Paw toys indestructible?
No, and West Paw says so itself: its toys are made for real life, not forever. Choose the right size, supervise play and replace a toy once it starts to break apart.
What is the difference between Zogoflex and Seaflex?
Seaflex is a blend that West Paw describes as 12% recycled ocean-bound plastic and 88% Zogoflex. Both can be sent back to the company to be remade into new toys.
About the numbers
- West Paw, Family Owned and Operated page, read 2026-10-07: 1996 purchase of a small pet toy company in Livingston, Montana by Spencer Williams; five full-time employees and home-sewers; move to Bozeman in 1998; first pet product company to become a Certified B Corporation; founding member of the Pet Sustainability Coalition
- West Paw, Our Story page, read 2026-10-07: Family owned in Bozeman; makes its products in its own factory; Spencer Williams as CEO and president; stated purpose; Love It Guarantee wording that toys are made for real life, not forever
- West Paw, announcement of becoming Montana's first Benefit Corporation, read 2026-10-07: Certified B Corp in 2013; Benefit Corporation status on 1 October 2015; Montana the 29th state to allow it
- West Paw, Dog's Best Friend page, read 2026-10-07: Summarises the company as family owned in Bozeman since 1996, while the history page dates the Bozeman move to 1998
- West Paw, Join the Loop page and Seaflex pages, read 2026-10-07: Worn Zogoflex and Seaflex toys taken back, cleaned, ground and remade; Seaflex described as 12% recycled ocean-bound plastic and 88% Zogoflex
- Google search results for "west paw history" and "west paw founded", United States, read 2026-10-07: People also ask: who owns West Paw, is it family owned, where are the toys made
