From BusinessWire: "Friskies Pull 'n' Play is the Must-Have Gift for Cats This Holiday Season."
In general, I'm deeply suspicious of "edible" versions of materials that can otherwise pose a serious health concern. The toy does look cool, but I can think of two issues with it:
1) On occasion, even "edible" materials don't digest the way they're intended to, and may cause GI issues.
2) This toy might (MIGHT) encourage cats to seek out and consume other types of string, even the versions that are not edible.