I Heart Guts is a unique brand founded by freelance graphic designer and illustrator Wendy Bryan Lazar, based in Los Angeles, California. Combining her love for anatomy with a "kawaii" aesthetic inspired by Japanese design and initially sparked by drawing sad anatomically-inspired hearts, Wendy transformed a passion project into a globally recognized business. Initially creating illustrations for stickers and apparel, the brand's popularity surged with the introduction of plush internal organs, becoming known as "The Original Plushie Organs." I Heart Guts specializes in designing cute, educational, and often punny merchandise, including plush toys, pins, stickers, and apparel featuring organs like the heart, brain, uterus, and more. The brand's mission extends beyond simple merchandise; it aims to bring comfort, levity, and understanding to people navigating health issues, surgeries, or chronic illnesses. The content often incorporates humor related to medical experiences, anatomy facts, and support for the chronic illness community. I Heart Guts operates as a small, family-run, woman-owned business, emphasizing connections with its audience and recently incorporating sustainable practices like using recycled fill in their plush toys. The brand's products are sold online and have been featured in numerous media outlets, resonating with a wide audience from medical professionals and students to patients and educators, all appreciating the blend of education, empathy, and quirky humor.