Fable is a New York-based startup that designs premium, aesthetically focused dog accessories and toys. Its product line includes collars, leashes, a hands-free Magic Link leash, a crate that doubles as a bedside table, bowls, a durable poop-bag dispenser, and toys such as The Game and Falcon. The Game is the company’s best-selling toy — it dispenses treats, has adjustable difficulty, and the company sold a unit every five to ten minutes over the holidays. Fable pursues an ecosystem strategy where one product leads to another, encouraging repeat purchases and leveraging organic social sharing. The business grew approximately 3x year-over-year and had more than 20,000 people on the waitlist for the Crate in 2021. Pricing skews premium (Crate $395; The Game $55; Magic Link $65; Waste Bag Holder $35), and the founders plan product enhancements including a Crate add-on and a new insert for The Game.

Total raised

$9M

Funding rounds

1

Latest round

Series A

Latest activity

Jan 2022