Sertan Christofferson on the origins of Pembe the Pink Cat – and why it’s resonating with licensees

Sertan, thanks for making time. Before we talk Pembe the Pink Cat, can you give us an insight into your career to date?
I began my career after graduating as a toy designer from FIT, State University of New York. Early on, I worked at a toy design consultancy where I had the chance to design for major brands like Disney, Mattel, Hasbro, Spin Master, Fisher-Price and Crayola. This was an exciting start, as it gave me a broad perspective on how different companies approach toy design.

After that, I joined LEGO as Design Lead, which was an incredible experience in learning how to create engaging, timeless toys. Later, I moved into children’s mobile games, where I had the opportunity to create a game from the ground up. This project was especially rewarding because it went on to win the Best Danish Educational Game Award from the Ministry of Education.

Then in 2016, I founded my own consultancy – Cute Explode – and reconnected with the toy industry in a more personal way. Through Cute Explode, I’ve had the chance to work with big name IPs like Paw Patrol, Gabby’s Dollhouse and Dora. But my proudest moment has been creating my own IP – Pembe the Pink Cat. Developing Pembe has allowed me to bring something truly personal to life… A character that reflects empathy, inclusivity and self-expression, and resonates with a global audience.

Was there a particular moment that led you create your own IP?
The idea of creating my own IP had been simmering for a while, but it really crystallised when I began reflecting on how toys can go beyond play and act as symbols of something deeper. During my years in the toy industry, I saw how characters can connect emotionally with people of all ages. This inspired me to create Pembe, a character that represents acceptance, inclusivity and the freedom to be yourself.

“Pembe’s global appeal comes from focusing on universal themes that resonate with people everywhere.”

Pembe was meticulously engineered for success – everything was thought out with intention. I didn’t want to be just another Instagram creator; I wanted something that could make a lasting impact. My experience designing toys taught me to balance commercial viability with authentic storytelling, and that’s something I applied heavily when developing Pembe.

Fantastic. You mention that Pembe represents acceptance and inclusion. Are there any other key messages were you hoping to get across through the character?
I wanted Pembe to appeal broadly, from children to adults, with a focus on creating a safe space for self-expression. The key message is one of inclusivity: Pembe is for everyone who has ever felt different or misunderstood, offering a gentle reminder that it’s okay to be yourself. I hope that through Pembe, I can inspire conversations about empathy, emotions and embracing your true self.

Can you talk us through the process of designing Pembe?
Creating Pembe was both a challenge and a joy. Visually, I wanted Pembe to be simple yet memorable, but there’s always that fine line of ensuring originality… Creating original characters in a landscape saturated with memorable and beloved figures is a significant challenge for designers. To stand out, a designer must navigate between familiarity – which comforts and attracts audiences – and novelty, which captures their interest and imagination. This balance is delicate; too much familiarity can make a character feel derivative, while too much novelty might alienate potential fans.

For a character like Pembe, the challenge was to create a figure that resonates emotionally while avoiding clichés that typically define its category… In this case, the common behaviours and traits of a cat. By focusing on human-like qualities and avoiding typical animalistic behaviours – such as walking on all fours or meowing – Pembe breaks the mold of traditional animal characters. This approach not only sets Pembe apart, but also aligns with deeper themes such as empathy, inclusivity, and self-expression, ensuring that the character remains original and impactful. Thus, while the challenge is substantial, it also presents an opportunity to innovate and connect with audiences in meaningful ways.

In your view, what makes Pembe unique from a design and character perspective?
What makes Pembe truly unique is the blend of simplicity with intentional depth. Pembe’s uniqueness lies in the way it combines impulse-buy appeal with a strong narrative focus. Pembe isn’t just cute for the sake of being cute… It’s a character designed to embody and communicate values like empathy, self-expression and inclusivity in a more meaningful way.

Visually, Pembe is straightforward and easy to fall in love with, making it perfect for impulse-buy products – but the difference is in how the character has been crafted to connect with people emotionally. Pembe is a symbol of acceptance, inviting people to feel safe expressing themselves, and that deeper connection is what keeps the audience engaged beyond the first purchase.

“The challenge was to create a figure that resonates emotionally, while avoiding clichés that typically define its category.”

The combination of Danish minimalism and Kawaii aesthetics gives Pembe a fresh, globally appealing look. It’s not just about the cute design, but about how Pembe uses that design to tell stories that resonate with people. Most characters in the impulse-buy space lack this narrative richness, focusing on visual appeal without offering much beyond that. Pembe offers both—a character that’s instantly charming and, at the same time, layered with meaning.

For licensees, Pembe is a unique opportunity because it taps into a broader, more emotional conversation with consumers. It’s not just a product people buy on impulse; it’s a character they relate to, keep coming back to and want to engage with in deeper ways. This combination of impulse-buy potential and meaningful storytelling makes Pembe stand out in a crowded market.

You recently attended BLE and showcased Pembe. This follows on from Pembe’s debut there in 2023. How would you sum up the progress since 2023, and what lessons did you learn from being there?
Since BLE 2023, Pembe has significantly grown in both presence and recognition. We’ve expanded our partnerships and even sold-out magazine issues in the EMEA region. The response from the market has been really encouraging. Back in 2023, there was already a strong interest, but many potential licensees were waiting to see if Pembe’s popularity would grow before committing. The ones who believed in us early didn’t regret it. With the success of our publisher licensee and the strong performance of our products, Pembe has proven that the market values its uniqueness, and those early adopters have been rewarded for their confidence.

“It’s not just a product people buy on impulse; it’s a character they relate to.”

Our biggest lesson from BLE 2023 was the importance of clear, focused conversations about your brand and its values. Each interaction helped me understand how to position Pembe in a way that resonates not just locally but globally. I also learned a lot about the licensing world – how crucial it is to make the right connections and, most importantly, the value of just showing up and being present. Establishing a solid presence at BLE and building relationships has been key to Pembe’s continued growth.

How did the market respond to Pembe at BLE this year?
The response at BLE 2024 was overwhelmingly positive. This year, we returned with both global and local agents, which only strengthened our position in the licensing world. Our booth, though modest in size, was constantly packed, and we barely had time for breaks! Fans were excited to meet Pembe, and many took photos with our Pembe mascot, which added to the buzz. It was an incredibly busy and successful show, reaffirming that Pembe is capturing hearts and interest from both partners and fans alike.

The feedback showed that Pembe’s message of inclusivity is resonating with a diverse range of partners. People were excited not just about the character itself but about how Pembe’s values could align with their own brand goals. There’s a growing demand for products that connect emotionally with consumers, and Pembe fits that need perfectly.

Do you enjoy meeting and talking with potential licensees and retailers? What benefits do you think come from these meetings?
I’ve come to enjoy these meetings more and more. Initially, they can be intimidating, but I’ve realised that they offer invaluable insights. These conversations help you see your brand through different lenses, which can be a real advantage when it comes to scaling or refining an IP. The benefit is in building relationships and finding common ground, which leads to stronger, more effective partnerships.

Tell us a little bit about the style guide and design materials you have developed for Pembe.
The style guide for Pembe was a meticulous process, taking about 10 months to create. We wanted to ensure that every aspect of the design remained true to Pembe’s values, while also being adaptable across various platforms and products. The guide covers everything from visual identity, colour schemes, and typography to how Pembe should interact with different audiences in a consistent and engaging way.

You made use of AI technology in the process. How have you done this?
We didn’t use AI to create the style guide itself, but we did leverage it for certain aspects of product visualisation. For example, we used AI to quickly generate illustration concepts, which were then refined and perfected by our designers into vector art. AI helped us speed up the concept phase, but it’s not perfect on its own – every piece still required a human touch to bring it to the final stage.

In an increasingly global marketplace, how do you make sure Pembe has global appeal and is internationally relevant?
Pembe’s global appeal comes from focusing on universal themes that resonate with people everywhere. The values at the heart of the character are things that people can relate to no matter where they are in the world. By making sure these themes are embedded in both the design and storytelling, we ensure that Pembe feels relevant across cultures.

Visually, Pembe’s design is kept simple and approachable, which helps it transcend cultural differences. The blend of Danish minimalism and Kawaii aesthetics gives it a fresh, unique look that can appeal to a wide audience, while still being adaptable to local markets. We are also mindful of cultural nuances when introducing Pembe into new regions, working closely with local partners to make sure the messaging feels authentic and resonates with the local audience.

As someone with such great experience, what advice would you give to a young designer looking to develop a career in toy design?
My biggest piece of advice is to focus on designing the experience a toy provides, not just the toy itself. It’s easy to get caught up in how something looks, but the real magic happens when you create something that makes people feel something or sparks their imagination. Always think about how your design will interact with the person using it – whether it’s about fun, learning, or emotional connection.

Also, don’t be afraid to take risks. The toy industry thrives on innovation, and sometimes the most unexpected ideas are the ones that stand out. Stay curious, keep learning and always be open to new technologies and trends, but stay true to your creative instincts. Your perspective is what will set your designs apart.

Great answer! Outside of Pembe and characters you have created, do you have a favourite character?
Two characters that have always stood out to me are Totoro and Miffy. Totoro, from My Neighbor Totoro, is one of my favourites because it’s more than just a character; it’s a feeling. Totoro represents nature, mystery and comfort all wrapped up in a simple, yet emotionally rich design. It captures the magic of childhood wonder and connection with the natural world, which is something that has always inspired me.

Miffy, on the other hand, is all about minimalism and purity. The simplicity of the design is what makes Miffy timeless. With just a few lines, Miffy conveys innocence, curiosity, and warmth. Both Totoro and Miffy show that you don’t need complexity to create an emotional connection with people, and that’s something I strive to achieve in my own work with Pembe.

Good picks. Last question, is there a particular designer who has been a big influence on you and your career?
There are a few designers who have had a profound impact on my approach to design. Hayao Miyazaki is a major influence, not just for his beautiful storytelling, but for the way he creates worlds that feel so immersive and emotionally rich. His characters are simple but full of depth, which is something I admire and try to bring into my own work.

Takashi Murakami’s Superflat art movement has also been influential. His ability to merge high and low art, combining playful, colourfuldesigns with deeper meanings, has always inspired me. I love how his work can be both visually striking and thought-provoking.

Lastly, I’m influenced by the simplicity and balance found in Nordic minimalism and the works of Mondrian. They show that you don’t need a lot of detail to create something powerful – sometimes the simplest designs speak the loudest. This idea of “less is more” is something I’ve carried throughout my career, especially with Pembe’s design.

Thanks again Sertan.