While humour is its core, the brand’s values are love, acceptance and body confidence. This message resonates strongly with today’s consumers who seek authenticity and positivity, giving us a strong emotional anchor beyond just ‘silly bums’. By putting a unique, cheeky twist on the classic fairytale genre, we make our brand accessible and perfect for a wide audience already familiar with spells, magic and fantasy.

The origin was definitely a creative spark of inspiration. Around five years ago, I had a sudden, humorous vision of a blue, naked wizard soaring through the air. That initial spark became a commercial reality after PG Live in 2023. That pivotal show, where we showcased the initial greeting card range, instantly validated the market demand. This allowed us to scale our vision from cards into an expansive character universe that is now ready for licensing.

The characters and brand are ‘cheeky’, but you are targeting a family audience. How do you ensure that the brand retains its family appeal?
We put in place clear, non-negotiable brand rules to ensure that ‘Cheeky Legends’ remains reliably family-friendly. We never show frontal nudity or use foul language, adhering strictly to our internal mantra: ‘Not too naughty, just a little Cheeky!’ This ensures we can confidently enter the children’s market.

The humour comes from the playful puns, light toilet humour and the characters’ names, like ‘Willie Warlock’ and ‘Bumdragon’, which have been tested to get a laugh across all age groups.

Design-wise, how did you establish the visual look of the characters and brand?
The visual look has taken a few years to develop. The boldest design choice was to never show the characters’ faces, which is a highly effective, instantly recognisable USP in a crowded market. The characters themselves are based on simple shapes I’ve been developing for over a decade. While the style may appear simple, there is a body structure to them that is unique and we use our signature studio shading and inking to complete the look.

Getting the colour palette to work on screen and print was trial and error, but once we got our hero bogey-green right, the rest followed. We deliberately chose a range of colours that avoided skin-tones, to make the brand universally accessible. A little fun fact that informs this choice is my Hindu background – having blue and green characters is very much part of my culture, which provides a gentle, authentic nod to that heritage.

Lovely. And does consumer research play any part in your business?
In the early stages, our go-to-market strategy involved direct-to-consumer testing at local markets with just a handful of products. This face-to-face, instant feedback immediately validated the demand for greeting cards in particular, providing us proof of concept. We then intentionally focused on cards to create a profitable foundation from which to expand the IP.

For ongoing creative development, my husband, who has now joined the business, acts as our ‘typical consumer’ filter – if I can get him to laugh at an initial sketch, I know it has a good chance of doing well. Ultimately, we are a commercially focused brand. We are driven by real sales data and what sells on the shelf, not superficial social media engagement. This commercial discipline ensures every design we release is optimised for profitability and longevity.

Your main product area at the moment is greetings cards. What makes a good greetings card – and more specifically, what makes a good Cheeky Legends card?
A good card, in my view, has to fundamentally trigger an emotion – it is a small, physical piece of communication that delivers an experience. In the case of Cheeky Legends, we aim for the recipient to laugh out loud. More specifically, a good Cheeky Legends card succeeds when the unique, playful visual and pun-driven caption work together instantly to create a memorable moment.

What excites me most, and validates the IP’s future, is that we are crossing the line where the sentiment starts to align with the humour. Our fans are beginning to empathise with the characters, choosing a card because they have a favorite character. This indicates that the characters are developing a personality and emotional connection that is ready for expansion outside of the card category.

What are your bestsellers?
Our bestsellers are, unsurprisingly, our birthday cards! They make up over 70% of our card range, making them the most critical category to perfect. By working closely with our partner, Thortful, and utilising the data they supply to creators, we optimised our range to ensure the humour resonated perfectly with their target audience. Within a year of launching on their platform, we’ve sold over 12,000 cards and have consistently grown our sales month-on-month. One card – Blow Out the Birthday Candles – has been a Thortful top seller multiple times; proof that designing with the consumer in mind delivers results.

You mentioned the brand is grounded in humour – where do you get your inspiration humour-wise?
My inspiration comes from two key areas. Creatively, I’m a huge fan-girl at heart, and have been a lifelong collector of all things anime and fantasy. Now at 37, I’ve seen this collection and my passion grow, and this love for detailed universes is what is now driving our world-building efforts, with locations like Willie Warlock’s ‘Jolly Bog’ and Earl Trumpy’s ‘Château de Toot’ setting the narrative premise for the entire brand.

In terms of humour, I’m a fan of sitcoms, and I watch them over and over to study the timing when a joke lands – good writing is essential! By expanding beyond greeting cards and into world building, we ensure the humour remains fresh and consistent. We’re not just creating one-off jokes; we’re creating repeatable comedic scenarios rooted in an enchanting world, which is a sustainable model for long-term IP development.

Looking at the greetings card market, what trends have you observed and how have they influenced your business?
Consumers are looking for brands that reflect the reality of the world, specifically the growing diversity in relationships like blended families, single-parent families and LGBTQ+ unions. Early on, we launched a small range of same-sex wedding cards and I’m slowly introducing more diverse characters as I grow the brand.

“Our fans are beginning to empathise with the characters, choosing a card because they have a favorite character.”

Our whimsical world offers a perfect opportunity to subtly incorporate what a modern family looks like. We are developing a playful novelty book called ‘Willie Warlock and his Fellowship of Misfits,’ which centres around our married Wizard and Witch who have adopted three Elf triplets. This concept allows us to communicate acceptance and love through a humorous, engaging fantasy world, proving the brand’s versatility far beyond the greeting card aisle.

What’s next for Cheeky Legends product and design wise?
Having established a successful foundation in greeting cards, our focus has moved to structured brand expansion. Our successful launch of the ‘Gardening Gnomes’ collection, which secured our first listing with a major Garden Centre, demonstrates our ability to target new retail channels. Building on this momentum, we are actively seeking licensing partners to develop an accompanying gift range.

Next year, we will launch a ‘Magic, Wish and Potions’ range. This is designed specifically to open new commercial avenues in publishing and novelty gifts. We will also be topping up each collection throughout the year to ensure retailers always have fresh additions and new products to promote.

Finally, to create a fuller experience for our customers, our vision is developing branded Point of Sale units. This will ensure that Cheeky Legends maintains a premium, cohesive brand presence across all retail environments, from garden centres to gift stores, making us an instantly recognisable retail destination.

Reflecting on the brand and business to date, is there anything that you have learnt along the way that you wished you had known at the start of your journey?
So much! It’s all been a huge learning experience. While I’m confident in my abilities as a cartoonist, the steepest learning curve was transitioning into the commercial side of the business.

Specifically, understanding the retail landscape everything from learning how to run successful tradeshows to self-publishing our own greeting cards. Becoming a GCA member in particular has helped me grow, allowing me to network with established business leaders and attend every possible webinar to build my commercial knowledge.

If I could go back, the one area I would fast-track is the art of selling. Being the creative person, selling doesn’t come naturally. Having recently received training on this, I recognise that mastering these sales strategies earlier would have significantly helped us secure partnerships with more independent shops much sooner. This journey, however, has ultimately made us a stronger, and a better partner moving forward.

Finally, if you had to point to one card range that you admire, which one would it be and what do you like about it?
I actually can’t pick just one! Two ranges are stand-out for me for very different reasons.

First, The Art File’s Storybook Collection. Their attention to detail in terms of production quality is second to none. Second, Santoro’s Swing Cards – they simply blow me away and leave me wondering how they make them! They both represent true innovation and technical execution.

I am fortunate enough to have great relationships with both companies, and they have certainly had a helping hand in shaping the direction of Cheeky Legends. Learning from the best in design and engineering is critical to our brand’s growth.

Finally, I’d like to thank you for this opportunity to introduce Cheeky Legends. I am very excited for where this journey is taking our characters!

The post Arrthi Little on the origins and values of Cheeky Legends – and what’s next for the brand appeared first on Brands Untapped.

Carl Rush,

Oh my gosh, Miss Piggy is absolutely perfect for brand licensing. We all know she lives for luxury, fashion and beauty, so those are obvious choices for licensing categories. I could go on forever, but here are my top three products inspired by her iconic catchphrases:

“Hi-ya!” Perfumed Body Mist: A glam-meets-kung-fu body mist that celebrates Miss Piggy’s fiery side, confidence, sass and ability to take control of any room – or frog. Think OTT fragrance, pink pink pink packaging and a little attitude in every spritz.

“Moi” Luxury Lip Kit: A high-glamour lip set capturing her diva personality. Available in playful, sophisticated shades like: Piggy Pink, Champagne Kiss, Kiss de Moi, Pearl Diva, Froggy’s Fancy, Blush of Fame, Silk Snout. Perfect for fans who want to channel Miss Piggy’s signature style.

“Kiss Kissy” Luxury Handbag collaboration with Louis Vuitton: Glossy piggy-pink patent leather with a built-in mirror so you can admire yourself at all times. A flirty, indulgent accessory that perfectly embodies Miss Piggy’s love of drama, glamour, and unapologetic confidence.

Come on Miss Piggy, give Crush a call!

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Lucy Salisbury,
Director, Group Licensing & Retail Strategy, Funko

As a lifelong Miss Piggy fan, I couldn’t be more excited about this new chapter for such an iconic character. With the announcement that Jennifer Lawrence and Emma Stone are bringing her story to life, the upcoming Miss Piggy movie has all the right ingredients to inspire a new wave of consumer excitement. At Funko, we’ve already seen incredible enthusiasm for our Miss Piggy Funko Pop! and Loungefly Muppets Miss Piggy Mini Backpack. With more products across expanding categories on the way, the timing couldn’t be more perfect to celebrate her larger-than-life charm!

Oliver Dyer,
Founder, Skew

Why wait for the Miss Piggy movie? When it lands, the gravitational pull of Emma Stone or Jennifer Lawrence will be hard to resist. But it’ll also make it harder to tell any story that isn’t theirs. There’s already a product story to be told. One that could prepare the ground now.

Ruth Handler’s cameo in Barbie made us look again at Miss Piggy’s origin story, and we weren’t the least bit surprised to find Bonnie Erickson behind her creation. One of the original female creatives on Henson’s team, Erickson gave Piggy her look, attitude and flair.

The spotlight’s usually on Henson. But if there’s ever been a time to shift focus, it’s now. A ‘Bonnie Erickson Collection’ would be a fitting tribute and a sharp commercial move. Think updated 1970s design, subverted slogans and products that play with – and punch through – outdated norms. Piggy would HIYA! the idea that creativity is just for the boys.

And it’s needed. In a world where female-focused platforms like Halo – meant to promote women’s rugby – are pulled after three days for being “unbelievably sexist,” there’s still huge cultural and commercial space for brands that get it right. Piggy has always had star power. Now’s the time to show she has origin power too.

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Sophie Bloomfield,
Creative Director, SBC

Miss Piggy is an icon. And what IP delivers the strongest licensing opportunities? Icons.

Having grown up with Miss Piggy, her attitude, strong female personality and unapologetic assertiveness have always inspired me – and I believe many millennials and Gen X’ers feel the same.

When developing a licensing programme, I always start with a creative audit, identifying the natural themes within a character and building product categories around them. With Miss Piggy, there’s a rich heritage to draw from. Much like Madonna, she’s constantly reinventing herself, which opens the door for an ‘Eras of Miss Piggy’ range spanning fashion, accessories and footwear.

Her flawless face and signature glamour also lend themselves perfectly to beauty – Ciaté’s past makeup collaboration proved just how well that space fits her. And let’s not forget her musical side. A karaoke partnership with a brand like Lucky Voice, or even a line of musical instruments, could hit exactly the right note.

Gary Pope,
Co-Founder, Kids Industries

She was born for the solo career that beckons. Frank Oz, her creator, always said that, a little like Kermit, she was one of the few Muppets that really did have three dimensions. And that’s the simple rationale that says a solo licensing programme for the swine could very well shine.

So who exactly is this enigmatic cultural icon? We know she grew up in Keystone, Iowa; her father died when she was young, and her mother wasn’t at all nice to her. She took herself off to beauty contests and had to win to survive. And she did. Allegedly. That tough upbringing meant, as it so often does, a vulnerability disguised by a forceful personality – and her killer karate chops. Ultimately, it’s this hard-earned resilience that provides the foundation for the success that will follow her forthcoming movie.

She’s been called a feminist icon, and it’s clear that Miss Piggy is part of our collective consciousness. This porky embodiment of nostalgia is entering stage left for her big moment at just the time when nostalgia is more needed than ever. She’s glamorous, funny, confident and always impeccably dressed. If the movie producers get it right and Disney plays their CP hand well, this Miss will be a bigger piggy than Peppa.

When awareness levels match affinity scores, then you know you’re on to something good. And that’s where we are with her. Never mind the trade; her existing consumer fan base is legion. And if someone isn’t a fan now, they will be. Who doesn’t like an anthropomorphic, French phrase-purring, frog-loving, karate-chopping puppet diva pig? There is so much to play with. However, maintaining her character’s authentic identity – elegant, self-absorbed, and comedic – is essential in ensuring brand integrity as those deal memos get signed.

A considered licensing strategy for the doyenne of pigs can and should target multiple segments, with products designed for different age groups and across various categories. Toys and costumes for children, luxury accessories for adults and novelty items that highlight her larger-than-life personality can all be explored for great effect and margin.

Categories such as apparel, accessories and beauty products appear particularly promising. Her glamorous image aligns perfectly with fashion collaborations, cosmetics and jewellery lines that emphasise confidence and style. Yes, it’ll need a tongue-in-cheek execution, but that’s why it will work. Who doesn’t want a pillow or a throw blanket that screams “Moi”?

And let’s not forget the digital age was tailor-made for Miss Piggy. She’ll take the socials by storm – posing, pouting and playful. That larger-than-life personality is perfect for TikTok, Instagram and beyond. She might even spark some interest among influencers and content creators, making her not just a licensing icon but a social media sensation.

Glamour, humour, awareness and affinity? Miss Piggy will hog the spotlight and bring home the bacon.

Danny Heffer,
Independent Creative

Oh wow, what a character! What a force of nature! Actress. Singer. Model. Author. Style icon. International treasure. I see a very clear route here, noticing the buzz around The Devil Wears Prada sequel and previous outings like House of Gucci. Playing on Piggy’s fabulousness is a clear winner. I’d look to create some top notch collabs with the best of the best fashion houses and turn a silk purse into a sow’s ear.

Her penchant for French phrasing steers me to towards the French fashion houses… She’s fashion-forward, fashion-flawless, fashion-everything. Perhaps she could use her beau for a muse, Hermès for Kerm-ès perhaps? The world needs it! The most dapper of frogs would suit a bespoke bow tie or pocket square, although being naked I’m not sure where he’d keep it.

Looking at her other attributes, she’s a black belt in karate so sportswear seems an obvious route to the (livestock) market. I see her in a hot pink version of Uma Thurman’s Kill Bill tracksuit by Onituska Tiger maybe? Being so adept at the martial arts, I wonder if there’s a UFC angle here? Brands such as Monster and Red Bull are in the Octagon already, so perhaps there’s room for an energy drink too – giving the modern athlete some pork power could work. Bacon-flavoured energy gels? Protein packed pork scratchings for that after work out refuelling? Fizzy gravy drinks? Count me in.

Megastars in a similar league have looked to create their own brands and therefore cut out the need to pay away to a third party. Beyonce has Ivy Park of course, but I see a natural fit for Ivy Pork. Queen Bey has just linked up with adidas and ASOS to deliver a winter drop. Using body loving latex, sheer monogrammed leggings and patterned puffers, when winter hits, find your Pork.

So what attributes should we carry forward into a licensing programme? What pearls of wisdom can we cast before the swine? Feminine power obviously, Having the mental strength to cope with such devastating beauty, glamour personified. What the love of a good frog can do to a woman. So many life lessons to be learned from such an inspirational figure.

She is beauty. She is sparkle. She is the reason sequins exist. I’m smitten, I’m boar-struck. I can’t wait for the movie.

Alaina Caldwell,
Partner & Creative Director, StyleWorks

Miss Piggy is an icon! She could definitely hold her own as a solo licensed character even without the motion picture, but the new character-focused movie will certainly make for a major marketing moment and begin a flood of product development that could extend for years to come.

I think health and beauty would be an important category for her as it ties back to her glamorous character. Apparel and accessories and dress up could be huge as well, as she always loves to dress to impress. Most importantly, the product messaging and sayings within the designs should focus on her snarky humour and unfiltered expressions.

–

Sandra Vanstan,
Head of Licensing, William Lamb Group

Miss Piggy could absolutely smash a solo licensing push. She is so iconic, sassy, glamorous and confident. She knows what she wants and does not hold back to get it! An inspiration!

She touches the hearts of many who know and love her through growing up watching The Muppets, or through her gifs and memes on social media. One of the things I absolute love about her is her unapologetic self-love and body positivity, such a key relevant cultural message.

This beautiful swine would most definitely shine working with both fabulous retro high-end fashion collabs and fast fashion. Perhaps a Valentine opportunity with her passionate pursuit for Kermit! I could also see health and beauty doing well with this, thinking ‘Eau de Moi’ perfume, and not forgetting those false eyelashes!

Naturally, I have absolutely no doubt our talented team here at William Lamb will pay homage to her with product development to support this movie. I think the key would be to keep Miss Piggy true to herself, keep that inner diva and let her own it!

April Canlas Eddy,
VP of Operations & Business Development, Mattson Creative

The enduring allure of Miss Piggy can absolutely sustain a standalone licensing program today.

Her intentionally over-the-top glamour gives fans permission to lean into high style and personality. This maps cleanly into premium collaborations across apparel, handbags, sunglasses, cosmetics and skincare.

Miss Piggy’s aspirational lifestyle also lends itself effortlessly to partnerships across gourmand-adjacent categories such as chic kitchenware, tabletop, wine glasses, barware, and aprons. The opportunity is not just in nostalgia alone, but in Miss Piggy’s attitude. Her self-love is turned all the way up! She is bold, extra, and full of camp.

Miss Piggy appeals to adult fans of the Muppets franchise and her comedic bravado is culturally aligned with what audiences celebrate now – empowerment, theatrical confidence and radical self-awareness. I can’t wait to see the movie!

–

Arrthi Little,
Founder of Arrthi Ltd & Creator of Cheeky Legends

Undoubtedly, Miss Piggy has all the right notes to take the centre stage of a solo licensing outing. This character is not only visually iconic, but her sass eludes drama and makes her take the spotlight on the shelves. We’ve recently seen other pink, diva-heavy characters stand out – such as Barbie and Glinda from Wicked – proving the appetite for powerful, aspirational female archetypes who embrace theatrical glamour.

I believe Miss Piggy would truly shine on women’s apparel. There is no doubt nostalgia will be used as a powerful tool for edgier, adult t-shirts, perhaps using original TV show imagery and bold graphic treatments. But for the new generation, I see a softer approach – cute and comfortable sleepwear that makes for great gifting. This ties into the growing consumer trend for wellness and self-care that has dominated the lifestyle market. There is also the opportunity to tap into the beauty and diva aspect, so I see strong collaborations with premium make-up brands.

As far as the retail landscape is concerned, the Muppets brand is still vastly more popular in its country of origin, the US. However, from a UK perspective, the Disney ownership makes the licensing program ideally suited to high-volume, trend-driven retail. We should expect to see products appealing to both large supermarkets and high street destinations like Primark, offering affordable, fashionable gifting options that tap into both comfort and nostalgia.

On a final observation… I was recently watching Muppet Babies with my little girl and what stuck out was the introduction of a new character, Summer Penguin, perhaps to address the lack of female representation. As you soon notice, Miss Piggy is the only female lead amongst a nearly all-male cast. So, I would not be surprised if we see a new, more diverse female character being introduced with the solo movie project that might have a potential ‘Ken effect’. If so, licensees must be ready to embrace this unexpected star. The biggest opportunities often come from agility, and the licensing industry should not hesitate to leverage a breakout new character to build fresh, long-term audiences.

Stephanie Griggs,
Founder & Creative Director, Studio Griggs

I reckon there’s a pig opportunity to build a licensing programme around this… Quite frankly it feels like a range should already exist, film or no film, because to me, Miss Piggy sits in a Jennifer Coolidge-character-adjacent space, which is the slightly unhinged energy we all need.

She has so many iconic phrases, which I’m sure the film won’t be short on taking advantage of, so pun and slogan-led fashion and accessories would be great hero categories.

I’m thinking quotes like this, on tees, hoodies, phone cases and so on: ‘Who, moi?’, ‘Too glam to give a ham’, ‘Cancelled? Impossible’, ‘Hogging the spotlight since 1976’, ‘Green flags only!’… I could go on with the porky puns!

–

Katie Edmundson,
Senior Designer, Studio Noel

Fashion and beauty comes to mind – she’s known for being glamorous and always being beautifully dressed. I can imagine luxurious fur-trimmed pyjamas, everything in pink or a range of accessories that she herself would wear. For beauty, she could work well as the face for a range of products and vanity accessories – false eyelashes, sparkly eyeshadows, light-up mirrors and bedazzled eyelash curlers.

Homeware could have a similar vibe to fashion but translated to luxury products you could buy for your home, which she would surround herself with. Think sassy slogans on pillows and everything in pink.

Then in publishing, I can see some guides, memoirs or inspirational books from Miss Piggy. Her takes on how to live life as a diva, how to love yourself, how to be unapologetically you, or a range of diaries, calendars, journals with glamorous design and motivational quotes or fashion tips.

Jasmine North,
Licensing Co-ordinator, TDP Textiles

Of course Miss Piggy could go solo – she’s a global icon! She is the ultimate diva who isn’t afraid to speak her mind, head strong and confident. An unlikely feminist but with all of her traits makes her the perfect advocate. Even her name ‘Piggy’ usually referred to as a negative connotation, an insult even, can be turned around into positive association – juxtaposition at its finest!

With it now being announced that she has finally made it and has her own movie is quite liberating and the fact that Jennifer Lawrence and Emma Stone are behind the movie makes it even more empowering. And where would she shine? I would love to say everywhere but I think she would be a great success in the high street retailers such as New Look, Primark, M&S, H&M and Zara… Imagine the activations! Glitzy and glamorous – attracting not only magpies but anyone who loves a bit of glam in their lives.

Online retailers such as Character.com, Truffle Shuffle, Vanilla Underground and Amazon are also places that I think would work. Not only does Miss Piggy tap into that nostalgia trend but with the convenience of the online shop, fans can purchase impulsively when the hype erupts.

Millennials would remember Miss Piggy from The Muppets and her on/off romance with ‘Kermie’ or ‘Frog’ depending on whether he was in good books or not. They would also remember Miss Piggy’s talent for karate, with the recognisable “Hiii-Ya!” delivering a karate chop – or more appropriately pork chop!

The obvious collaboration would be a makeup/beauty brand as she is well-known for her extravagant eyelashes, well applied makeup and immaculate hair. Other perfect products could be hairbrushes, false eyelashes, eyeshadows – the list goes on.

I’m excited to see Miss Piggy develop and expand as a solo brand and to achieve that movie star status – hopefully she’ll get her own golden star on the Hollywood Walk of Fame!

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Steve McInerny,
Director, Sharp Sharp Creative

I’m all for licensing campaigns being based on one character – though Fozzie Bear would have been my choice. People identify much more naturally with a character than an abstract brand, and we all know that Piggy doesn’t like to share the limelight.

Is Miss Piggy a popular enough character to sustain this? There hasn’t been a lot of recent Muppets content for kids, and she isn’t especially well-loved among Muppets fans, based on a quick trawl of Reddit’s r/Muppets feed. In the media she’s often mentioned as a size positive, feminist and LGBTQIA+ icon. These are not areas which I’m an expert in, so I asked some friends who collectively have a broader range of perspectives. For some reason they didn’t take this entirely seriously, here’s a summary of their more printable comments…

• In this time of Ozempic, celebrities and the media are moving away from size positivity.
• Piggy is in need of an update: my female friends didn’t especially identify with her extreme fixation on a male (frog) figure. And maybe it’s time for Miss Piggy to become Ms Piggy?
• There wasn’t any great recognition of her being an LGBTQIA+ icon.
• The Muppet character Sam the Eagle was jokingly proposed as being more in tune with the present zeitgeist with his more conservative, patriotic views.

So based on this straw poll, Miss Piggy has some work to do in order to become a success. Jennifer Lawrence makes the development process sound like it’s all been very vibes-based up until now, though I’m sure there are more hard-snouted conversations going on at Disney.

I’d love to see a Miss Piggy assertiveness self-help book. And surely there’s a great partnership to be had with one of the dating apps. Just don’t say pork products.

The post Talking Brands: A Miss Piggy movie is in the works… Could the famous Muppet sustain a solo licensing push? appeared first on Brands Untapped.