Kong told The Dodo that the availability of the Kong Beast is limited to one retail outlet and the company, deeply upset by Max's death, is taking specific steps to prevent the toy from harming other dogs.
"First, we have worked directly with the retailers that carry the product and together we have placed a proactive hold on the product and are removing existing inventories from the pegs," a company representative said in a statement. "Second, we have implemented safety features within the product to protect against any inadvertent misuse. These design tweaks will be implemented on all existing and new production."
CORRECTION: A previous version of this article suggested that a Kong Classic was involved in this accident. It was in fact a Kong Beast, and the article has been updated to include a statement from Kong.
See the full video about Max's accident below: