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Snuggle Tales, a product concept blending a soft stuffed animal with an interactive tablet to encourage childhood literacy, was awarded first place in the competitive BUSA 1000 EXPO — a pitch competition and business expo serving as the culminating experience of an immersive University of New Haven business and entrepreneurship course.

The idea was born out of an experience team member Robert Escoffery ’26 had with his niece, who, despite being an "iPad kid," showed a deep love for storytelling. “She throws tantrums when you take away the screen,” Robert explained, “but she enjoys reading much more than videos.”

Joining Robert on the winning team were Eric Zielinski ’27, Ela Eglash ’27, Andrew Tkacs ’27, and Adam Mezyed ’27. Together, they built out a comprehensive plan for Snuggle Tales, one that not only addressed a real-world challenge but captured the imagination of the judges.

“I feel like nearly every idea we came up with at the beginning of the semester ended up being used in some way,” Robert said. “The end product didn’t feel unrecognizable—it felt like growth.”

There was a shared concern about younger family members struggling with reading and their increasing dependence on screens.

The team began with research, conducting surveys and gathering both secondary and primary data to confirm what they had suspected: literacy issues are widespread, and many families are seeking alternatives to traditional educational tools.

“We started with many ideas,” said Eric. “And eventually we agreed on combining a tablet with a plush toy to create an emotional connection that also supports learning.”

That fusion of tech and touch became the foundation of their pitch, and it resonated.

“Kids already love stuffed animals,” said Adam. “If we could make the toy read to them or respond to their input, it felt like we could hold their attention and build those early reading skills.”

Despite the creativity behind Snuggle Tales, developing a professional-grade business plan was no small feat.

“The hardest part was the financials,” said Andrew. “We had to figure out how to project revenue, identify our target demographic, and factor in real manufacturing costs.”

The team relied heavily on the course learning assistant (LA) for guidance. “We met regularly with our LA to really break down what our numbers meant and how to communicate that to investors,” said Robert.

While their first pitch run-throughs in class needed improvement, “We sat down and were able to recognize our errors — where we were lacking —and learn from that experience,” Ela shared. “Overall, the expo made us better public speakers and entrepreneurs.”

“Being in front of that audience and presenting our product reinforced that I made the right choice in business as my major,” said Robert. “I’ve always been good at the storytelling part of communications and loved public speaking, even if it can be nerve-racking at times.”

The feedback from the judges helped the team see their idea's full potential—and the areas still needing refinement.

“One judge joked about us making an expanded Snuggle Tales universe,” said Robert. “And honestly, there’s great potential to expand the brand in year six or seven with animation or other media if we retain an audience for it.”

Other judges offered more grounded critiques. “They pointed out that our price estimates for manufacturing the tablet weren’t quite aligned with real-world costs,” said Eric. “That feedback is very helpful for improving our business plan.”

For the students behind Snuggle Tales, the experience was a class project, a personal milestone, and a professional breakthrough.

“Our students have poured months of hard work, creativity, and resilience into their entrepreneurial projects,” said Vasiliki Kosmidou, Ph.D., Smerd Family Associate Professor in Innovation & Entrepreneurship. “This competition is a celebration of their journey—and a glimpse of the impact they'll make beyond the classroom.”