We picked up one of these for our new puppy before she joined our family. My wife fell in love with it, and is using it with one of our cats, so I bought another one, and sent it to our breeder so she could immerse it in mommy and litter mate smells. That made a HUGE impact on our new little girl.There are quite a few toys like this out there, including what I think is the original, the Snuggle Puppy. However, I think what makes the Goopow (where do these companies come up with their names?) puppy toy is the only one I can find that combines a heartbeat, a warmer AND a breathing simulator, all in the same device, and all powered by a rechargeable battery. The Snuggle Puppy uses one time expendable heat packs that have to be replaced and thrown away after every use. Not as good.It also doesn't have a breathing feature.The breathing actually inflates a bladder that not only makes a breathing sound, but it moves in and out. The breather is only on the left side, so you'll want to keep that in mind.We found the heating function gave off a bit of a smell at first, like many electric heating devices. The smell eventually went away, but if it bothers you, I'd recommend turning on the heat when your pup doesn't have/need the toy, to accelerate this "off gassing" period.This toy is just about the size of our pup, and from the moment we gave it to her, she just snuggled up to it, and fell asleep. Mission Accomplished!HIGHLY RECOMMENDED!