Hugabook TM is a concept that I came up with, with my friend Andrea Lee. I headed the development, designed all of the packaging and illustrated some of the art. Big thanks to my friend Donna Catanese who did all the soft book layouts and Tony Lutzo who wrote the fun product description on the back of the packaging. There is a video in you tube that features my cool friend Eliza Devogel making the books, here us the link. http//www.joann.com/Hugabook. The endcap is at Joanns stores right now!!