Dive Brief:

• A German firm, Goldtatze, caters to those who feel the family feline needs more than a plain old scratching post and a basket to sleep in.
• The company attaches bridges, perches and other amenities to the ceilings of homes to create a sort of aerial jungle for cats.
• The company's website says (albeit in German) that its products are handmade; for example, scratching posts are made from tree branches.

Dive Insight:

Clearly, this whole merchandise line depends on the notion that cats always land on their feet if they fall – or a belief that they just won't fall. The company's Facebook page has lots of pictures of its high-flying home playgrounds. So what does the family dog get?