# Sculptural Cat Scratchers New Age Pet's Purr & Play Line Satisfies Natural Cat Instincts By Laura McQuarrie | Published 2026-02-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/purr-and-play References: [petsplusmag](https://petsplusmag.com/new-age-pet-launches-purr-play-line-for-cats/) & [newagepet](https://newagepet.com/collections/cat?country=ca)  New Age Pet's Purr & Play range was created to engage cats and protect furniture with [play structure scratchers](https://www.trendhunter.com/trends/chunky-cat-tree) that provide places to rest and satisfy instincts. The Kitty Lounge Scratcher, available in two sizes, sports a sleek design with a built-in play channel in the backrest that features [two interactive balls for swatting](https://www.trendhunter.com/trends/cheerble-wicked-ball-m3). Similarly, the Trolley Scratcher has two interactive ball channels, each with a rolling ball, plus a jute-wrapped handle as an additional surface for cats to claw. The Purr & Play lineup also has other fun scratcher shapes, like a [bunk bed](https://www.trendhunter.com/trends/neko-yama) and a basketball hoop with a bowl for napping. As to be expected, the corrugated cardboard scratcher pads will wear with use, and the lineup includes replacement pads available for purchase. ## Trend Insights (Trend Hunter) - Score: 7.1/10 - Popularity: 76% | Activity: 71% | Freshness: 66% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### What Makes This Trend Stand Out - **Sculptural Pet Furniture:** Designs that merge aesthetic home furnishings with pet-centric forms open opportunities for premium, design-forward pet products that double as decor. - **Modular Replaceable Components:** Products built with swappable wear parts like replaceable cardboard pads suggest business models and product systems centered on longevity and recurring parts sales. - **Interactive Multi-sensory Play Structures:** Combining tactile, visual and motion elements into a single unit indicates scope for toys that engage animal instincts while collecting usage data for personalization. ### Sectors Adopting This - **Pet Products:** The growing demand for functional yet stylish pet goods points toward higher-margin lines that integrate play, rest and maintenance features. - **Home Furniture and Decor:** Furniture makers can explore hybrid pieces that accommodate pets without sacrificing aesthetic standards, redefining expectations for living-space design. - **Sustainable Materials and Subscriptions:** Wearable consumable components paired with replacement subscriptions highlight possibilities for circular material use and recurring-revenue delivery models. ## Related on Trend Hunter - [Designer Dual-Sided Dog Beds](https://www.trendhunter.com/trends/wyrmwood-doublesided-dog-bed.md) - [Human-Grade Pet Food Campaigns](https://www.trendhunter.com/trends/the-honest-kitchen-debuts.md) - [Award-Winning Cooling Pet Beds](https://www.trendhunter.com/trends/cooling-bed.md) - [Pet-Friendly Presidential Stays](https://www.trendhunter.com/trends/presidents-day-packages.md) - [In-Hotel Human Dog Beds](https://www.trendhunter.com/trends/plufls.md) - [Luxury Pet Hotel Experiences](https://www.trendhunter.com/trends/very-important-pets.md) - [Purifying Pet Beds](https://www.trendhunter.com/trends/petair-pro.md) - [Pet-Friendly Tiny Retreats](https://www.trendhunter.com/trends/tmraire.md) - [Modern High-Performance Dog Beds](https://www.trendhunter.com/trends/dog-bed1.md)