SOUTH HOLLAND, Ill. - TelAve -- When searches for "GOOBZD" returned the suggestion "Did you mean: good?", creator Aaron Devere saw an opportunity.

Instead of fighting the confusion, GOOBZ'D™ built a campaign around it.

The "DID YOU MEAN?" campaign plays on the similarity between GOOD and GOOBZ'D with a simple response:

NO. WE MEANT GOOBZ'D.™

The campaign also reverses the idea, imagining a future where someone searches GOOD and receives:

"Did you mean: GOOBZ'D?"

The reverse-search visual is clearly presented as campaign creative, not an actual search result. It represents the brand's larger ambition: make GOOBZ'D recognizable enough that an unfamiliar word becomes unmistakable.

"When you create a word that doesn't exist, search engines may try to correct it," said Devere. "Instead of seeing that as a problem, I saw an opportunity. No, we didn't mean good. We meant GOOBZ'D."

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From Search Correction to Brand Identity

Rather than changing its unusual name, GOOBZ'D is leaning into what makes it different.

GOOD is good. GOOBZ'D is better.™

The campaign connects directly to the philosophy behind the brand:

Different Shapes. Same Weird.™

Being different is not something that needs to be corrected.

In GOOBZ'D, different belongs.

More Than Toys

Behind the campaign is an original character-driven universe centered around Resora, a colorful dimension built around curiosity, friendship, individuality, discovery and belonging.

Characters including CHOMPZ™ and BUGZ™ introduce audiences to a larger developing cast and universe.

GOOBZ'D is being developed beyond collectibles across animation, publishing, apparel, footwear, children's products, school gear, accessories and other consumer-product categories.

The goal is to create multiple ways for audiences to experience the same characters and world.

The character remains the connection.

Making GOOBZ'D Mean Something

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The long-term goal isn't to change the name for search engines. It's to make GOOBZ'D recognizable enough that it no longer needs explaining.

"Today somebody can type GOOBZD and get asked if they meant GOOD," Devere said. "The dream is to build this universe so big that one day the joke works the other way around."

Did you mean GOOD?

NO. WE MEANT GOOBZ'D.™

GOOD is good. GOOBZ'D is better.™

About GOOBZ'D™

GOOBZ'D™ is an original character-driven entertainment and consumer products property created by Aaron Devere. Set within Resora, GOOBZ'D brings together characters, collectibles, storytelling, entertainment and consumer products within one connected universe.

Different Shapes. Same Weird.™
Get Weird. Get Squishy. Get GOOBZ'D.™

Media and Business Inquiries
Devere & Co. Publishing
GOOBZ'D™
info@goobzd.com
GOOBZD.com⁠