Channel 4 was normalising this fetish a few years ago, in a documentary called Secret Life of the Human Pups. It portrayed the men as a bit sad and lonely - nerdy guys, whose female friends feel a bit sorry for them, with their embarrassing but harmless needs.
I don't know if it's still available to watch, but here's a helpful Guardian article on it. Don't they sound cute, and funny, and nice?
"It’s easy to laugh at a grown man in a rubber dog suit chewing on a squeaky toy. Maybe too easy, in fact, because to laugh is to dismiss it, denigrate it – ignore the fact that many of us have found comfort and joy in pretending to be animals at some point in our lives.
Secret Life of the Human Pups is a sympathetic look at the world of pup play, a movement that grew out of the BDSM community and has exploded in the last 15 years...
"It’s just nice, it makes me feel comfortable."
"It’s an instinctive, emotional space... This is part of my identity, but it’s only part. I’m also a vegetarian, play the piano; I have a parrot. I was planting tomatoes on my allotment this morning. I can go months without going into pup space.”
Are the sort of men drawn to puppy play simply exploring their intuitive self? “Absolutely,” says David. “Puppy play is exactly that – play. There is an immense amount of pleasure from gambolling around in a club playing with squeaky toys because you’re making people laugh, you’re being a cute little puppy. The gay scene can be very serious, scary and offputting. But if you’re going in with a little puppy hood, ears and a tongue, you look cute. You’re allowed to bound around and be enthusiastic, mischievous and friendly.”
“Even when I worked in PC World I would sometimes walk up to people and nip at their shirt,” he says, laughing. “I got in trouble once; someone walked into the PC repair centre and I had part of their dad’s computer in my mouth. But the other staff knew I was like that to everyone. They didn’t find it weird.”
www.theguardian.com/tv-and-radio/2016/may/25/secret-life-of-the-human-pups-the-men-who-live-as-dogs