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I Must Not Think of Pink Elephants  follows a young protagonist Noah, who tries their best not to think of pink elephants. The pink elephants, a metaphor for anxiety in an often confusing and overstimulating world, take on human characteristics to explore serious issues concerning children's mental health to help make the subject less taboo and more accessible for children, their parents and carers.


The book is written by University of Glasgow Social and Health Policy lecturer Michelle McGachie, with the illustrations and book design by Edith. It is aimed at all ages but best suited to be read to young children and read by developing readers aged 8 and above.

As someone who struggled with compulsive thoughts as a child, working on this book with Dr McGachie has been an incredible honour. In my work, I enjoy the challenge of translating often difficult subject areas into narratives that are relatable and inviting, often through humour and anthropomorphism. I Must Not Think of Pink Elephants was the perfect opportunity to put those skills towards a story that I felt personally very close to. By using a three-colour palette, the hues of pink and red throughout the book create a visual symmetry that pairs beautifully with Michelle's lively and harmonious language. It's been a pleasure to watch children and adults alike get lost in the book's bright colours (and visual easter eggs peppered throughout!)


A percentage of the profits will be donated to SEED Malawi, founded in 2019 to help safeguard children and improve the quality of education in rural Malawi.  

I Must Not Think of Pink Elephants
Jo and the Dough


Jo and the Dough is a 32 page picture book written by Ooni co-founder and co-CEO Darina Garland, illustrated by Edith Ault. Published by Ooni Pizza Ovens (2021) and available to purchase through


Through whimsical illustrations sure to captivate the minds of children and adults alike, Jo and the Dough tells the story of Jo, an inquisitive young girl who, through a single impulsive act, accidentally brings her pizza dough to life. Fortunately, her friend Dough Monster is happy to help get the pizza party started, and in no time at all, he’s leading her on a fast-paced romp through the neighbourhood to collect ingredients.