Firehouse Subs to Release K-9 Plush Toys in October

The restaurant chain will sell plush toys honoring service dogs to benefit the Firehouse Subs Public Safety Foundation.

Updated on Oct. 21, 2026 in Philanthropy

Bold vector editorial illustration of three plush dog toys representing different breeds, celebrating a charitable retail launch. — Firehouse Subs will release three K-9 plush toys on October 28 to raise funds for the Firehouse Subs Public Safety Foundation. AI Illustration. Upload story photo >

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Beginning October 28, 2026, Firehouse Subs will offer three K-9 plush toys at participating U.S. locations to celebrate National First Responders Day. The retail price for each plush toy will be $9.95, with proceeds benefiting the Firehouse Subs Public Safety Foundation.

Why it matters

This initiative honors the vital role of search and rescue dogs while raising funds to provide equipment for first responders nationwide. The toys specifically recognize K-9s that have served in high-profile disasters like the Surfside collapse and the Maui wildfires.

The Firehouse Subs Public Safety Foundation has awarded more than $112 million in equipment to first responders since 2005. Each individual plush toy will retail for $9.95.

The players

Firehouse Subs

This U.S.-based fast-casual restaurant chain specializes in hot subs and operates a foundation dedicated to supporting first responders.

Firehouse Subs Public Safety Foundation

This non-profit organization provides funding and equipment to fire, police, and EMS departments across the United States.

The details

The collection features plush models of a golden retriever, a Dalmatian, and a German shepherd representing working K-9s. These figures include K-9 Stone, K-9 Ember of the Sevierville Fire Department, and K-9 Echo of the Sartell Police Department.

The Firehouse Subs Public Safety Foundation began awarding equipment to first responders in 2005.
K-9 Echo joined the Sartell Police Department in 2023.
The new plush toys will be available for purchase at participating locations on October 28, 2026.

Market Landscape

This initiative follows the pattern set by National First Responders Day to bolster brand loyalty through corporate social responsibility. It positions the company as a leader in philanthropic engagement within the fast-casual sector by tying retail sales to public safety needs.

Customers can contribute to first responder equipment funding by purchasing the new plush toys for $9.95 starting in late October. The program ensures 100% of profits from these sales are directed toward the Firehouse Subs Public Safety Foundation.

The takeaway

Supporting this campaign allows consumers to directly assist first responder departments in obtaining necessary rescue equipment. These efforts highlight the essential contributions of working K-9s across the country during emergency operations.