CUZ After graduating college, Brutherford developed his first product called Cuz, which was produced by JW Pet company in 2004. Cuz has become a top-selling dog toy and an industry staple, selling millions worldwide. The product's innovative safety squeaker conforms to and passes CPSIA standards for children's safety, making it the first pet squeaker to do so. Cuz has inspired many line extensions and has won numerous awards and recognitions in and the pet industry.