Looks like a great idea, was looking at registering, my only issue, is they don't seem to allow for customizing.
It only allows you to pick a package based around the weight of your dog, rather than breed, personality, or dietary restraints.
I know my Old English Bulldogge for one, is a stickler when it comes to toys, or perhaps it's me, but he destroys and devours most standard toys. There are only a select few that he will actually spend anytime playing with, rather than just eating it. He's also on an entirely grain free diet, not for health issues, but because they are a notoriously gassy breed, and grain is a leading cause. Even a small treat with grains, will have him gassing out the house.
I suppose if you have a dog that isn't an A**hole like mine, this would be convenient. I'm sure they will do well, and provide a great service to a lot of people, thanks for the info.
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