Recently I have noticed that the pet toy section of the grocery store is being over-run by Hasbro... with their Tonka and Nerf brands (and now Transformers).
In the past there had been some random licenced pet toys of things from Disney, but the last couple of years has seen a sudden explosion as Hasbro and Disney appear to be fighting over that very niche toy market. It's almost as if the word "toy" needs Hasbro's attention, to start targeting.