Today, how-to books from Klutz come packaged with the tools of their trade
(from juggling cubes to face paints to yo-yos), and are designed for doing, not
just reading. "We think people learn best through their hands, nose, feet,
mouth and ears. Then their eyes. So we design multi-sensory books,"
Cassidy says. The appeal of this hands-on approach is borne out by sales
figures; Klutz is a fixture on U.S. book and toy bestseller lists, and is
available in 24 countries around the world.
Having expanded the offerings to include Klutz Toys, Klutz Kits, Klutz
Buckets, Klutz Guides and, in 2001, an educational product line, Cassidy
seems to have an unlimited supply of ideas. The inspiration? "I marinate
myself in children," he says. "Some years ago, I created a few. With the help
of my wife" (Nancy Cassidy, the voice behind the gold-record-winning
In 2002, Scholastic Inc., the largest children's book publisher and distributor
in the world, acquired Klutz. For those of you who collect corporate mission
statements, here's the Klutz credo: Create wonderful things, be good, have