Klassen toured 15 cities in the United States to promote the book. The book was published on October 9, 2012, and was translated into more than 22 languages. For this book he sketched the illustrations in ink before digitizing them and finishing the colors and details electronically. Klassen also felt that this story was more "dramatic" than his earlier work and cited " The Tell-Tale Heart" as a thematic inspiration.
Klassen then switched from mammals to fish. Following the success of I Want My Hat Back, Klassen attempted unsuccessfully to tell more stories with the same characters, until the art director at his publisher, Candlewick Press, suggested he try new characters instead.
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