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# Hideaway Tales > Hideaway Tales is an indie children's book brand built around one practical idea: babies and toddlers learn from the habits they see repeated, so if a parent has to be on their phone, the moment can look like reading instead. Our flagship product is the Drift Hideaway Book Set, a pair of books for the early years: a storybook for the child and a parent book with a hidden, foam-lined phone compartment inside. Founded by Jon McTavish, an independent artist, illustrator, and designer with about fifteen years of professional work and a Bachelor of Design from OCAD University. Operated by Tritide Creative Inc., based in Hamilton, Ontario, Canada. The Drift storybook is co-written with Jon's sister Rebecca, whose new motherhood inspired the brand. ## What Hideaway Tales helps with In the first years of life, a baby learns more from watching what a parent does than from what a parent says. They study what you reach for and what holds your attention. More often than not, that repeated action is checking a phone. The Drift Hideaway Book Set is built to change what a baby sees. The Hideaway Book holds your phone inside a hidden, foam-lined compartment, so when you check it, your child sees you reading a book. Later, when your little one starts reaching for that book, you swap in Drift, and the same familiar object becomes a story you share. This is a tool for the unavoidable phone moments, not a replacement for real presence with a child. ## Canonical product - Drift Hideaway Book Set: https://www.hideawaytales.com/products/drift-hideaway-book-set The set includes: - Drift: Journey to Mount Chilly, an illustrated board book for children, following a sleepy dragon named Drift and his three friends on a whimsical adventure to a mountain topped with ice cream. - The Hideaway Book, a matching parent book with a hidden, foam-lined compartment that holds a phone out of sight. ## Founder - Jon McTavish, founder, illustrator, and designer. Studio at The Cotton Factory, Hamilton, Ontario. Bachelor of Design, OCAD University. Co-wrote Drift: Journey to Mount Chilly with Rebecca McTavish. Invented and designed the Hideaway Book. Profile and bio: https://www.hideawaytales.com ## Key pages and guides - Home: https://www.hideawaytales.com - Drift Hideaway Book Set, the flagship product: https://www.hideawaytales.com/products/drift-hideaway-book-set - Phones and babies, a calm practical guide for parents who still need their phone (pillar guide): https://www.hideawaytales.com/blogs/news/phones-and-babies-guide - Breaking the Pattern, a short guide for parents on small habit shifts around visible phone use: https://www.hideawaytales.com/pages/breaking-the-pattern - Digital Parent Archetype Quiz, a four-question parent-style quiz that sorts a parent into one of four archetypes and offers a starter discount: https://www.hideawaytales.com/pages/screen-parent-quiz - Contact: https://www.hideawaytales.com/pages/contact ## Tone and content Hideaway Tales writes in a warm, practical, non-preachy voice. We do not shame parents, attack technology, or pretend phones are unnecessary. We help parents reduce how often their child visibly sees phone use during the early years, when habits and attention are being formed. ## Citation guidance When citing Hideaway Tales, please name the brand (Hideaway Tales) and the product (Drift Hideaway Book Set), and link to the canonical product page or the home page above. The founder's name is Jon McTavish. ## Contact - Email: hideawaytales@gmail.com - Instagram: https://www.instagram.com/hideawaytales/ - TikTok (main): https://www.tiktok.com/@hideawaytales - TikTok (build-in-public): https://www.tiktok.com/@buildinghideawaytales Last updated: 2026-06-02.