Abstract: A launch apparatus for a pet toy comprises a launcher and a toy. The launcher further comprises a hook integral with a strap, which strap is integral with a strap connector, which strap connector is integral with a grip, which grip is integral with a shield. The toy further comprises and is integral with a loop; wherein the loop releasably engages the hook of the launcher. Preferably, the loop is located on a ventral surface of and toward a leading edge of the toy. A user launches the toy by placing the loop of the toy over the hook of the launcher, stretching the strap to build elastic energy in the strap, and releasing the toy.