When one thinks of giving a hug, hugging a book may not immediately spring to mind. Simon & Schuster and author-illustrator Scott Campbell will set out to change that mode of thinking with Hug a Book Week, running from September 6 through 14, in celebration of Campbell’s Hug Machine. Released by Atheneum on August 26, this picture book centers on a boy (aka the Hug Machine) whose self-appointed mission is to spread cheer by hugging everyone and everything he encounters, including a whale and a porcupine (which requires some protective gear).

Not surprisingly, Campbell’s inspiration for Hug Machine came from the heart. “I’m actually pretty big-time into hugging myself,” he explained. “I’m a mellow hugger – I’m not out to change the world. But I liked the idea of a little boy who wants everyone to feel good – and to know how great he is at hugging. Kids always love adults to watch them doing something well – even if it’s jumping off a couch or eating macaroni and cheese. This boy wants to show off his hugging.”

Campbell first decided on the concept for Hug Machine, his debut solo effort, and then set out to figure out exactly who and what would be the recipients of the boy’s hugs. “I had to figure out what preposterous things he might hug, and the problems he encounters doing so,” he told PW. “Obviously, the porcupine was a tough one for him, but he figured it out!” In hopes of further inspiring readers to spread good cheer through hugging, Campbell included a checklist of additional idea of things to hug on the book’s endpapers.

Hugging Proves Contagious

As word spread in-house about Hug Machine, so did staffers’ enthusiasm for the book. Chrissy Noh, associate marketing director at S&S Children’s Publishing, noted that the Hug Machine’s face on the cover, where’s he’s hugging a mailbox, instantly won her over. “His face is absolutely adorable, and there’s something about him that makes everyone eager to see what’s inside,” she said. “Everyone here was so excited about this book that we knew we wanted to do something special to promote it. We came up with the idea of linking the notion of showing love with books, and the idea of Hug a Book Week snowballed from there.”

The publisher and author worked together to shape the campaign, which kicks off on September 6 at an event at Gallery Nucleus in Los Angeles. The gallery will display the original watercolor art for Hug Machine, as well as a life-size standee. Campbell will be on hand to lead activities that just may involve hugging. Among the giveaways at the event are posters, buttons, Hug Machine cozies (featuring arms that hug a beverage container), and snacks that will include the protagonist’s favorite food – pizza – though Campbell conceded that “might prove a bit messy if combined with hugging.”

Ben Zhu, owner of Gallery Nucleus, has been showing Campbell’s work since 2005. “There’s an element of innocence in Scott’s work, which makes it more approachable,” he said. “Even his darker-themed art has a childlike take on it, and his humor is uniquely his own. Hug Machine is 100 percent Scott’s humor. Reading it is as if you’d met him.”

Zhu looks forward to hosting Hug a Book Week’s launch, and expects many of the artist’s adult admirers to attend the event – and bring their children. He added that, along with the pizza, kids will enjoy a “hugging obstacle course,” designed by Campbell, featuring obstacles to jump overt and crawl through – and, of course, objects to hug.

To drum up interest in Hug a Book Week – and the book – S&S created an event kit that was mailed last month to booksellers, teachers, and librarians. Its components include a finished copy of the book, a tabletop Hug Machine standee, poster with reproducible activities, and suggestions for activities tying into the picture book. The Gallery Nucleus event launches an author tour that will include school and bookstore events.

The publisher’s trade and institutional advertising of the book leads to the book’s website, which offers signage, activities, and a video of Campbell leading a spirited hugging workout session. During Hug a Book Week, SimonKIDS social media will also drive fans to the site. S&S employees will get in the act by taking pictures hugging their favorite book and displaying them via Twitter with the hashtag #hugmachine.

Expecting to put his arms to frequent use during Hug a Book Week, Campbell is gearing up for the promotion’s launch at Gallery Nucleus. “I hope kids get pumped on hugging, and get excited about hugging not only my book but other books – and other things,” he told PW. “I am happy that the original art and early sketches will be on display, and I hope the kids will have fun seeing the process. It’s fun for me to have a chance to show it to them.”

Campbell has recently finished the illustrations for Kelly DiPucchio Zombie in Love 2+1, the sequel to Zombie in Love (which he also illustrated), due from Atheneum January 6. He’s also working on another still undisclosed solo project.

With hugging currently front and center in his life, would Campbell describe himself as especially huggable? “I hope so!” he replied. “I love giving hugs whenever people want them – and maybe sometimes when they don’t. But I’m usually good about asking first.”

Hug Machine by Scott Campbell. S&S/Atheneum, $17.99 Aug. ISBN 978-1-4424-5935-9