OK I took your suggestions and first I tried to substitute another toy for the beloved Wubba but that was a no go. He totally ignored it. Then I told him "not now" and I walked away from him. He started barking and ran in front of me with Wubba. It was so cute but I was firm and he finally went in the other room and was chewing on Wubba. I'll try this until he understands that he cannot have me throw Wubba whenever he wants it thrown. Wish me luck