Kmart has come under fire over a new cult dog toy which has just landed in stores.
The retail giant’s Pet Toy Plush Heart Beat Dog retails for $19 and described as “a great cuddle toy for your pet”.
The stuffed toy includes a battery-run mechanism inside the toy that creates a “pulsing heartbeat sound” that “assists in easing your pet’s anxiety”.
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In a new social media post, Kmart advertised the toy as being an ideal companion for puppies.
But the post prompted a concerned reaction from some Kmart fans, who were alarmed by the toy.
They felt it was dangerous to give a plush toy containing a battery to dogs, given the risk that it could be chewed and ingested.

Some Kmart shoppers voiced their concern about giving the plush toy – which has a battery inside it – to a puppy. Credit: Kmart