The project
Bundle of Joy built a full summer dog toy collection. It's a genuinely rare category for branded merch, and quite possibly the cutest products we've reviewed on this show.
How it scored
Product: 8.7
A real, multi-piece collection designed specifically for dogs, not a single novelty item. It's clear real thought went into what a dog (and its owner) would actually want.
Branding: 8.6
Playful and summery without losing the brand's identity. The collection feels unmistakably Bundle of Joy, not generic pet-aisle merchandise.
Activation: 7.5
A fun, shareable idea, though it's not clear how widely it's being distributed or to whom, which keeps the activation from scoring even higher.
The verdict
One of the most charming branded collections we've reviewed: a category few brands touch, executed with real care for its actual audience.