What began as a doodle sent in a private message between two partners has grown into a creator-driven intellectual property universe spanning social media, merchandise, books, and live events.

Los Angeles creators Jenine Pastores and Josh Jackson built that universe around Tubby Nugget, a cheerful alien character who has attracted millions of online viewers and inspired plush toys, graphic novels, and an expanding fan community.

But the character’s origin is far simpler than the business it has become. “Jenine used to call me a ‘nugget’ when we first started dating,” Josh says. “I would draw little nuggets for her on Messenger, and it would just cheer her up whenever she was having a bad day.”

The drawings remained a private joke until 2018, when a health scare forced Jenine to step away from work for nearly a year. During that period, the small character the couple had been joking about suddenly took on a larger role. “Tubby was really birthed out of Josh trying to show me love,” Jenine says. “He knew I loved writing stories about this little guy and needed a distraction.”

Josh was already experimenting with drawing the character more frequently, and Jenine had begun imagining small storylines around it. The two decided to share the character publicly online.

At the time, neither creator had experience building a social media brand. Both came from film and creative production backgrounds. Josh worked in animation and visual effects, including projects with Netflix, while Jenine had experience in filmmaking and education.

Their goal was simple: post a few comics and see whether anyone responded. Within days, the response was far larger than they expected.

Early Growth Through Community Participation

Tubby Nugget first appeared on Instagram, where the creators posted simple comic panels using the platform’s carousel format.

“At the time, there were a lot of webcomics on Instagram, but not many wholesome ones,” Josh says. “A lot of them were a little more crude humor.”

Instead of following that direction, they leaned into optimism and playful storytelling. Tubby was introduced as a friendly alien from a fictional place called “Nuggetville” who comes to Earth to encourage others to embrace themselves.

The early audience response surprised the couple. Josh initially joked that reaching 10,000 followers by the end of the year would be a success. They achieved that milestone within days.

Their growth strategy was not planned. Instead, it emerged organically through fan participation. 

One of their early ideas involved placing Tubby into photos submitted by followers. “People would DM us and say, ‘Can you put Tubby in my photo?’” Jenine says. “We would draw Tubby into all these pictures.”

Fans then reposted the images and tagged the account, introducing the character to new audiences. “It was one of those unexpected strategies,” Jenine says. “People wanted to have Tubby with them as this little cheery friend.”

The interaction helped Tubby Nugget spread across Instagram.

A Character for All Ages

Initially, the creators believed their content would primarily reach children.

Both Jenine and Josh had experience working with kids as teachers earlier in their careers. They wanted to create humor that was safe for younger audiences while still entertaining adults. “Sometimes dark humor helps us cope with how crazy things are,” Jenine says. “But there are times when I just need to embrace my inner child and be happy for a little bit.”

Instead, the character resonated with a broad demographic. “We had a lot of young adults and parents messaging us,” Jenine recalls.

Josh says their largest audience segment early on consisted of people aged 18 to 24. “Tubby Nugget is really for all ages,” he explains. “Parents like that it’s a safe account their kids can scroll through.”

Different platforms also produced different audiences.

On Facebook, Jenine says older users often engage with content, sharing personal stories in the comments. “We have older folks who message us and tell us about their day,” she says. “One grandmother even shared her cookie recipe in the comments because someone asked Tubby for one.”

These interactions reinforced the creators’ focus on community building. “We treat our followers as people, not numbers,” Jenine says. “When you treat them with grace and dignity, they become incredibly supportive.”

Turning Content Into a Business

The business side of Tubby Nugget developed almost accidentally.

In early 2019, the creators began experimenting with merchandise, starting with a plush toy version of the character. “We just thought it would be really cute,” Josh says. “That was the only goal.”

At the same time, their online following continued to grow. By the time the plush toy launched, their audience had reached around 100,000 followers. Josh calculated that if even a small percentage of those fans purchased one, the product could break even.

The result exceeded expectations. “We sold about $10,000 worth of product in a day,” Josh says.

Jenine says that moment confirmed the brand had commercial potential. “That’s how we knew there was something there,” she says.

Learning Business in Real Time

Neither founder had formal business training when they began selling products.

Jenine used her recovery year to study entrepreneurship and logistics online. “I took a bunch of business courses online,” she says. “I was learning how to work with factories and how to make plush toys.”

She built the company’s Shopify store and handled operations. Josh jokes that the situation meant she worked harder than ever. “[Jenine] basically worked harder than before,” he says.

Manufacturing connections came through personal networks.

After Josh posted on social media asking for advice about plush production, a friend connected them with a factory in Taiwan that normally produced toys for major entertainment companies. “They were making plush toys for Disney and Marvel,” Jenine says. “But they said they could make ours too.”

The partnership continues today. “They still make our plushies,” she says.

Maintaining the Heart of the Brand

Tubby’s growth also created challenges.

Josh says the early success initially affected his mindset as a creator. “When Tubby Nugget started blowing up, I felt like this was finally my big success,” he says.

That mentality began influencing his creative decisions. “The more I thought about being successful, the more anxious I became,” he explains.

Eventually, coaching and reflection helped him refocus on the character’s original purpose. “The moment your brand becomes about serving yourself, people will feel a disconnect,” Jenine says.

Their solution was simple: return to the core mission of making content that feels joyful. “Tubby Nugget can’t lose its heart,” Josh says. “It’s just a video that makes you feel better.”

Building a Character Universe

Today, the creators are gradually expanding Tubby Nugget beyond social media content.

Their graphic novel, “Escape from Nuggetville,” tells the character’s origin story and expands the narrative world. “We wanted fans to sit down and really get invested in Tubby as a character,” Josh says.

The book provides a longer storytelling format than their typical 30-second videos. “It’s something parents can read to their kids or enjoy themselves,” he says.

Live events are also becoming part of the brand experience. During a recent bookstore appearance in Pasadena, California, the creators staged a live Tubby Nugget performance featuring songs and character interactions.

They expected a small gathering but instead saw around 300 attendees. “It showed us how far we’ve come with our audience,” Jenine says.

The event included improvised comedy and a mascot performance, in which Jenine voiced the character from backstage. “It was really fun hearing kids sing along to the songs,” Josh says.

Thinking Like IP Builders

Jenine and Josh see Tubby Nugget as more than a social media account. They envision the character turning into a larger entertainment franchise.

“We definitely want to do a Tubby Nugget TV show one day,” Josh says.

However, they are cautious about scaling too quickly. “There’s a balance between what you’re excited about and what stage you’re at in your journey,” he explains.

Instead of rushing into large projects, they prioritize maintaining the core content that built their audience. “If we take too big a step forward, the daily videos might suffer,” Josh says.

Jenine offers a simpler guideline for creators considering expansion. “Whatever you build should be a little bit for you and a little bit for others,” she says.

A Creative Partnership Built on Gratitude

Seven years after the first sketches appeared in private messages, Tubby Nugget continues to grow across platforms, merchandise, and storytelling formats.

For Josh, the most meaningful part of the journey is the perspective it has given him. “I honestly sometimes cannot believe we are here,” he says. “Every step we took, whether it was right or wrong, I’m grateful for the experience and the lessons we’ve learned.”

Reflecting on the project’s future, he says the creators still feel like they are only beginning.

“It still feels like the beginning of a much longer journey,” Josh says. “Having the attitude of gratitude and just being thankful for the experience has been the biggest thing for me.”