It is a lure.... in Conformation you are allowed to take stuffed toys, food, squeekers or anything else you can fit into your pockets into the ring. The handler will stack the dog into the desired standing position and then try to get the most expressive look the dog can give when the judge is coming by. Some handlers hold their lure and some put it in their mouth so the dog will look directly into their eyes.

If you want to see the difference in looks it makes try it with your own dog! I know mine always get very perky looking when I ask them if they want a cookie!!

One other tid bit.... the most widely used lure in the ring is fresh cooked liver! There is always someone at a show selling little packets of fresh cooked liver for $1.00 at all the shows I've been too.