Pembe the Pink Cat® Goes Global

Viral Giphy Icon Expands into Licensing, and Merch

What began as a simple “Hey You, Be You” digital moment has blossomed into a global movement of pink-powered positivity. Pembe the Pink Cat®, the pastel feline spreading affirmations and emotional uplift across the internet, is now evolving from viral sensation to fast-growing international brand.

In a world captivated by the exploding global trend of KAWAII cuteness, Pembe the Pink Cat® has quickly emerged as a unique and emotionally resonant character with more than  2 Billion views on Giphy.com just since January. Pembe has become a beloved symbol of positivity and self-acceptance and is now expanding into the physical world with a major global licensing push led by Charlie Day, President of The Sharpe Company, Pembe’s global licensing agent, working in conjunction with Stephen Stanley of Matrix Brand Dynamics and a network of licensing subagents across key territories.

At the upcoming LA Toy Previews in September, BOTI Global Ltd is launching a range of uber-cute squishy, figural and collectible toys, DIY arts & crafts, and kids' make-up for EMEA and beyond, RAINBOW Designs, the European plush licensee, are showing its plush toy range for the European marketplace, and License-2-Play will be featuring an adorable collection of collectible figures and plush toys as Master toy licensee for the American market.

Jasnor and Bensons Trading will serve as local toy partners in Australia and New Zealand.

“Pembe is more than a viral moment; here is a magnetically cute character with emotional resonance in a chaotic world,” said Charlie Day, President of The Sharpe Company. “The demand we’re seeing across consumer product categories and markets speaks volumes.”

“Pembe’s affirmations are relatable, pure and universal,” added Stephen Stanley of Matrix Brand Dynamics. “They’re fun, lovable, and meaningful.”

“We are extremely excited and proud to be part of the Pembe The Pink Cat experience,” said Nico Blauw, CEO of BOTI. “The world can use a little peace of mind, love sharing and positivity. Pembe delivers all of that to a global audience and we cannot wait to support positivity by bringing exciting products to kids, teens and kidults. We have a great line of products coming and look forward to presenting them at the upcoming LA Previews in September.”

Pembe was created by designer Sertan Christoffersen, founder of Cute Explode ApS, a Copenhagen-based design studio with a mission to spread joy through uplifting visuals and emotionally intelligent storytelling.

“Pembe’s global appeal comes from focusing on universal themes,” said Christoffersen. “The values at the heart of the character—acceptance, diversity, inclusion and kindness—are positive attributes people relate to everywhere. By embedding these into both design and storytelling, Pembe feels instantly relevant across cultures.”

With a growing international footprint, Pembe is represented by a network of top-tier licensing agencies across the UK, France, Iberia, Italy, Poland, CEE, Turkey, Australia and Korea, with more territories to be announced.

About Pembe the Pink Cat®

Created by designer Sertan Christoffersen of Cute Explode ApS in Copenhagen, Pembe the Pink Cat is a digital-first character brand built around self-acceptance, diversity, inclusion and positivity. With billions of views and an expanding global licensing program, Pembe is poised to become a standout property across toys, entertainment, and lifestyle.

About BOTI Global Ltd

BOTI Global Ltd is a Hong Kong-based toy company and part of The Goodmark Group. BOTI (Big On Toy Innovation) is dedicated to the development and worldwide distribution of innovative, entertaining toys for kids around the world.

The Goodmark Group specializes in customized seasonal and celebration consumer goods and tailored programs for mass-market retailers. As a family-owned global organization with over 50 years of expertise and subsidiaries across three continents, the group takes pride in delivering solutions that meet the diverse needs of its partners.

For media inquiries, licensing information, or to schedule a preview at LA Fall Toy Previews, please contact The Sharpe Company.