My black lab pup LOVES this toy. She is now 1 1/2 and has had it for months. She chews it, carries it around, plays tug with it, and retrieves it. She pulls very hard and this toy has been extremely durable. She must love the way it feels in her mouth as it is one of the only toys she will actively entertain herself with alone. We love this toy and plan to gift some to our other favorite dogs. A great buy!