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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, 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, which could be folded 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, iDig 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