Building a better mouse trap through digital tech

The iconic Victor mousetrap company — the one with the cartoonish-looking but effective trap that smashes the head of unsuspecting pests — is using a Comcast Corp. network to launch a mesh of wirelessly connected rodent traps in food warehouses, supermarkets, offices, schools and restaurants.

The battery-powered traps, about the length of a shoe box, zap rats or mice with electricity and then sends an alert on the downed rodent over a new Comcast wireless network, called machineQ. Building supervisors or pest-control contractors monitor the kills on an app.

For a company whose core trap hasn’t changed much over the last century, Victor has been innovating with products that have gone from props in the Roadrunner cartoon to something out of Blade Runner 2049.

Victor calls it: “Connected pest control.”

The company expects its new VLink product to be available later this year, marking another example of how digital tech is spreading into all corners of the U.S. economy, even furry ones. Woodstream Corp., which manufactures and markets pest control products for rodents and insects, says it believes that VLink will make rodent-killing more efficient for businesses. Someone doesn’t have to physically check every trap. An Applebee’s might have 20 traps, while a food warehouse could have 300.

And it comes as Baltimore, Philadelphia and Washington have reported troubling levels of rodents. If a customer photographs a rat and broadcasts it over social media, it could become a PR catastrophe for a business. “You could have a photo of a rat scampering across your countertop go viral,” said Tom Daly, Woodstream’s senior director of strategic technology. “You want to avoid that.”

Woodstream Corp. which owns Victor, is a privately held Lititz, Pa. company with 500 employees. The company already sells reusable battery-powered WiFi-enabled mouse and rat traps at Home Depot and Ace Hardware stores for homes. Woodstream’s “WiFi Mouse” costs about US$50 and takes four AA batteries (the classic spring-loaded wooden trap costs about $1). “WiFi Rat” takes four C-size batteries and costs $70. Peanut butter or other food lures the rodents into the enclosed trap. They are zapped and sensors send news of the kills through the WiFi network to smartphone apps, telling homeowners the traps need to be cleaned.

“It’s a little more of a humane kill because it’s an instant kill,” said Ashley Brown, Woodstream’s senior marketing manager.