People join the cult of The Woobles for more than learning to crochet. It’s an escape from whatever needs escaping, and the deeply satisfying feeling of making a whole little creature with your own two hands.

INSIGHT: The current world is relentless. When reality gets too stressful, the brain has ways of rewriting it into something easier to live with. Interestingly, crochet can help brains cope with trauma.

STRATEGY: “The Softer Side” is a world where bad things become Woobles. No worries. But definitely a little weird.