I thought it might be new but the head is too big just slip it under your collar or shirt. Also, what other people refer to as the perfect scratch is nothing more than bristles found on a styling brush. A piece of plastic with a round head. Not very satisfying. And the fact that the handle itself folds in half means nothing. If it is folded in the middle, you cannot use the scratching post. So who cares if the design is innovative? You'd better buy a $2 bamboo back scratcher from a cheap Chinese gift shop.
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