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Fred Ruckel was an advertising guy. At 25, he started his own agency, and over 12 years he developed commercials for the Super Bowl, Lays and Pepsi. But he never considered himself a Mad man. "I've always been an inventor," he says. A tinkerer. An explorer. He was a guy with ideas but no time to pursue them. So in 2011, his wife, Natasha, gave him the gift of a lifetime: Quit your job, she said. She'd cover the bills while he built a new career. Ruckel immediately went to his business partner and said, "I'm out. I'm going to go change my life."

He opened a production studio. He sunk $30,000 into an app. He experimented. And on Valentine's Day 2015, as his wife was playing the piano at home, he watched their cat, Yoda, discover a new toy: a rug under the couple's drum set. It had become rippled, and Yoda swatted at the resulting funny shapes. Ruckel knew: This was it.

He called it the Ripple Rug. It's stupidly simple, as all great cat toys are: There's a small rug, you see, and on top of that is another rug. The top rug, attached by Velcro, is full of holes. It's designed to be a crumpled mess, with bulges and tunnels for cats to explore. Soon hundreds of yards of carpet and Ripple Rug designs cluttered Ruckel's home. So in June 2015, the couple made another concession to inventions: They left Manhattan, where they'd lived for 22 years, and moved upstate to a house they built as a future retirement home. There, Ruckel would truly have space to invent.