​​Simcha Weinstein loved comic books as a kid. It wasn’t until he was reading them as an adult that he began to see the hidden messages behind some of his favorite characters. Batman, Superman, The Incredible Hulk and others modeled a lot of the values that he himself lived by—honesty, justice, and more. In Up, Up, and Oy Vey, Weinstein explores the origins of the characters, their actions, and the lessons we can learn from them. 

The design of the book has a fun vibe, reflecting the comic book theme. Elements such as superhero cards with stats and quotes from the characters break up the seriousness of the topics discussed and make it a fun read. 

A full marketing campaign accompanied the release of this book, with advanced copies and marketing pieces mailed out to hundreds of reviewers. The book was also marketed at a nationwide publishing convention.