Ethan Johnson

While working on seasonal promotions, packaging, branding, and advertising, I was asked to do something way outside the job description—write a children’s book.

The story would be supported by merchandise: plush toys, mugs and tumblers, just in time for the holiday season. I wanted the story to have a touch of Christmas, but not alienate those with different beliefs.

My creative process: create a character, unlike any other I’ve seen. I came up with Huxley, a mouse that writes stories with his tail.

From there, I created a conflict, mixed in some humor and adventure, and a children’s book was born.

Once the book and merchandise arrived in Starbucks stores, I contacted local press and pitched the idea of interviewing me. KIRO radio took the bait, and the resulting podcast brought attention the book.

The Mouse Writer was available in U.S. stores and 42,500 copies were sold in six weeks. The merch was available in markets around the world.