In 2001, Ruby Gloom began as a drawing on a piece of paper by cartoonist, Martin Hsu. The Ruby Gloom franchise created by the American company Mighty Fine was spawned in 2004. Ruby Gloom began as a stationery line, and was featured on pencil cases, backpacks, clothing, key chains and plush toys which were sold through Doeworld, a subsidiary of Mighty Fine. Books were also made for the series, the first being Ruby Gloom’s Keys to Happiness in 2004, as well as two calendars for 2004 and 2005. Ruby Gloom was depicted as a small girl with bright red hair, who wears a black dress and red and yellow striped socks. She has a pet cat named Doom Kitty, and was described as “The Happiest Girl in the World. ” Ruby was originally marketed to the goth subculture, but was later adapted for kids. The product line had an interactive website where users could chat in a forum, and click around for free things such as desktop icons and screensavers. The words: “Ruby Gloom is happy in her own way. Even though she is frowning, to her, a frown is only a smile upside down. In fact, Ruby is so happy, she could just die” greeted viewers as they entered the website. Towards the end of 2004 the website changed to forum only dubbed “The Mansion” By the end of 2004 the website had been redesigned and featured an interactive mansion to explore and user submitted artwork. Ruby is shown on the roof with her cat Doom and was given a smile for the first time. By 2006 “The Mansion” forum was removed, and the website had taken on its show format geared more towards kids.