Joe Shields

Joe Shields is the cartoonist who worked with Tom Rinks on Psycho Chihuahua in Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023). Tom met him through Perron Screen Printing and admired his character work before they created the Chihuahua line.

The episode places Joe inside the Taco Bell dispute: he and Tom say they developed campaign materials with Taco Bell, sued after the later Chihuahua ads appeared, and eventually won at trial before settlement.

Connections

• Tom Rinks - business and creative partner.
• Psycho Chihuahua and Taco Bell - character property and legal-dispute context.
• Mascot Led Brand Recognition and Visual Brand System - character-design branch of the source.