Each UGLYDOLL has unique characteristics and Pointy Max is considered to be uncontrollable, unstoppable and incorrigible. Pointy Max also has a weakness for cheese and a blank page phobia. Karen Laureigh of Pretty Ugly LLC told TDmonthly, "These hip, huggable plush characters have distinct personalities that are sure to win your heart and are not a bit UGLY at all ... because UGLY means unique and special." Awards: Parent's Choice Award 2010. Launch date: 2010.