It started with
one cat.
We didn't set out to build a brand. We set out to answer a question that our cat kept asking us — every single day.
Why does every toy we buy end up ignored after three days — but the moment a fly gets into the flat, she hunts it for an hour?
— The question we couldn't stop asking
From observation
to instinct-led design.
Our cat Dundun arrived and quickly settled into the rhythm of indoor life — long naps, window-watching, occasional bursts of energy that disappeared as quickly as they came. We assumed he was content. We were wrong about what content meant.
We spent months buying toys. Feather wands, motorised mice, crinkle balls, laser pointers, electronic gadgets. Dundun would engage briefly, then lose interest. The toys piled up. The problem remained.
We noticed every toy shared the same flaw: they were designed to attract attention for a moment, but none of them completed anything. There was no end to the hunt.
We dug into feline behaviour research — ethology, enrichment studies, predatory play literature. What we found reframed everything. Cats don't play. They hunt. Every chase is a rehearsal. Every pounce is a kill. And critically — the hunt has a structure: stalk, chase, capture, satisfaction.
We began prototyping — testing different materials, movement mechanics, and prey shapes. Not asking whether they looked appealing to us, but whether they triggered a genuine stalking response in Dundun. The results were immediate and obvious. Realism worked. Cute didn't.
We launched with a simple idea: play should respect instinct. Not perform it. Not simulate it at arm's length. Actually honour the fact that your cat — however soft, however pampered, however thoroughly domesticated — is a hunter. Has always been a hunter. Will always be a hunter.
The instinct
never left.
Indoor life changed the circumstances. It didn't change the cat.
Dundun — the cat
who asked the question.
Dundun is a three-year-old domestic shorthair with very strong opinions about what counts as worthy prey. He lives indoors in a flat in London, spends considerable time watching pigeons he will never catch, and has — through no effort of his own — become the most thoroughly observed cat in the history of our household.
He tested every prototype. He rejected most of them. The ones he didn't reject became the products you see today. In that sense, Pounce was built by a cat — we just held the wand.
Four words.
Everything we do.
Every product decision, every piece of content, every design choice comes back to these four words. If something doesn't serve at least one of them, we don't do it.
For cats,
as they are.
Pounce exists to create more natural, meaningful play — for every indoor cat, wherever they live. Not because it's a nice idea. Because cats deserve an outlet that respects what they actually are.
the hunt back.
The Full Hunt Kit includes the telescopic wand and all four prey attachments — everything your cat needs to complete the hunting cycle. Designed around instinct. Built for indoor life.