Aspen native Mikey Schumacher is transforming mental health conversations through his innovative plush toy company, “but cute.” Inspired by his own struggles with anxiety and negative self-talk, Schumacher creates plush characters that celebrate imperfections and insecurities in a playful, engaging way.
Each plush combines two distinct traits with an insecurity—like the anxious moon bunny or the grumpy croissant crab—turning perceived flaws into celebrated features. Schumacher’s approach aims to spark dialogue and encourage embracing differences.
His company recently won the University of Southern California’s largest startup competition, beating 207 other contenders and earning $38,500 in equity-free funding to produce the plushies.
Growing up in Aspen, Schumacher credits the community’s support and values for shaping his drive and empathy. His mother, Judy, highlights his caring nature and strong work ethic as key to his success.
Mentors at USC praised Schumacher’s emotional intelligence and storytelling, noting how deeply he connects with each character’s backstory. Schumacher has designed over 300 characters from a fictional world called Quirklandia, with detailed lore intended to expand into books or animated shows.
His Kickstarter campaign launches June 17, seeking $15,000 to fund initial production. While aimed at children, the plushies have found a strong audience among Gen Z and millennial women.
Schumacher’s mission is clear: “Our mission is to bring some light into the world. Doing something positive has really resonated with people right now,” he said, hoping to foster greater mental health awareness through his unique creations.
