Goodnight Krampus

Children's Board Book

OBJECTIVE: Give Christmas’s favorite Bavarian anti-hero his debut in a professionally published children’s board book.

STRATEGY: Our follow-up to Monster ABC carries forth with the same spirit: monsters don’t have to be scary or negative, they can be whatever you want them to be. Instead of the traditional Bavarian anti-Santa who terrorizes naughty children, we introduce a Krampus that children can identify with instead of fear. Our Krampus is a mischievous, somewhat-feral child who’s too excited to sleep on Christmas Eve. Santa must convince him otherwise before he can get to work. What child or parent in the land can’t identify with this hard-fought, primordial struggle?


  • Hazy Dell Press


  • Creative direction
  • Copywriting
  • Illustration
  • Design
  • Marketing strategy