Just before the first dot com bubble burst, pets.com needed a win. One of their most successful assets was the beloved sock puppet, and about the only thing they were making positive cash flow on was merchandising of items ranging from keychains, to puppets, to t-shirts, to posters. However, they did not have a coffee table book, so we quickly created and rushed 100,000 copies of “Me by me” into production, distributed through Amazon, Barnes & Noble and pets.com, and which quickly sold out. Everyone thought it would be the last gasp for the sock, but then he turned up again as a mascot for an insurance company a few years later.
Credit: Account Director and Copywriter

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