The "Dad Is" brand was created in 2019 as a unique, manly and humorous brand for dads and dads-to-be. The content of the books is based on the real-life experience of dozens of dads in the "Dad Is" group, a community of fathers who have "been there and lived to tell the tale". The survival guides are both funny and informative, and were developed in consultation with a gynecologist and pediatrician. The guides combine all the necessary information every parent needs, together with dozens of tips and advice – a must read for every dad (and mom!)

The "Dad Is" series was written with the goal of talking about REAL issues of modern-day fatherhood – establishing a PC free-zone for dads and dads-to-be around the world. The series captures fatherhood with a unique, funny, and kicking literary style that will keep dads – and moms! – entertained, from pregnancy to toddlerhood and beyond!