The iDig Stay by iFetch, a digging simulating dig toy.
Four versions of the iDig, with flaps closed, 1/3 opened, 2/3 open, and completely open.
The iFetch's iDigStay box with illustrations and images of dogs digging on the iDig.
The iDig Go wrapped up with brochure and instructions.
Four iDig Go Digging Toys, fully closed, 1/3 opened, 2/3 opened, and fully opened.
The iDig Go packaging with a white dog digging and other illustrations of the iDig Go and other iFetch toys.
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The iFetch logo in gray, "iFetch" with gray paw print.


iFetch wanted to branch out and develop a new pet product category for dogs who like to dig. Since a pet digging toy didn’t yet exist, iFetch collaborated with Pump to define what exactly a digging toy should be. Focusing on how the dogs interact with it, and how to manufacture it. The result: iDig by iFetch.

During the development process, Pump envisioned two different paths for the iDig architecture. One approach involved removable fabric digging flaps attached to a sturdy plastic base. The other approach used the same fabric digging flaps attached to a larger fabric base. With this options, the iDig could fold up smaller for storage. Both approaches showed such merit during development and testing with customers (and more importantly their pets), that iFetch ultimately decided to launch both products to market. Thus, it was officially announced as iDig Stay for the plastic base solution and iDig Go for the folding fabric base solution.

Pump was involved on iDig from the very beginning with product ideation, all the way through detail design, development, prototyping, testing, iterating, and finally into production and ongoing support.


  • System Architecture
  • Concept Development
  • Detail Design
  • Testing and Refinement
  • Ramp-up and Production Support

Awards & Accolades

  • Best New Dog Product – SuperZoo 2018