Jonathan is the main man at Design Arcade: the one who explains perception research, design objectives, and product concepts, to clients.

At the end of his introduction, he takes a FatBear out of his pocket and sets it on the table. Then, after a few hypnotic seconds, he puts it in the USB port and runs the presentation and pilot tv ad on the big screen in the conference room. It's a totally memorable magic moment.

The FatBear is only 37mm high, top to tail. The flash memory module is powered by the computer's USB port, so doesn't need a battery or a mains adapter.

He plugs it in, it flashes gently to show it's ready, the computer recognises it, adds it to its list of drives, and gives it a temporary drive letter, for example E.

Using My Computer or Windows Explorer, Jonathan finds and starts the presentation. When it's finished, he unplugs his FatBear. All done.

After the meeting, he gives his clients a few FatBears. All the guys at Design Arcade think it's the coolest cutest give-away they ever gave away.

He gave one to his wife, Letty, who sees it as a thing of beauty rather than a useful techno object. It seems to live in her handbag and contains shopping lists, recipies, phone numbers, photos, her current favourite track, and her family's contact and medical details.

She started to give them to her friends. Then her kids wanted them. Then their friends. Her daughter, Maybe, says they use them to take a few pix or trax to each other's houses, and have FatBear Parties. Ideal, as the FatBear is problem free and requires no special computer skills.