Psycho Chihuahua

Psycho Chihuahua was the apparel and character property created by Tom Rinks and cartoonist Joe Shields before Sun Bum, as discussed in Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023). The line used a fierce small dog with rebellious copy, mixing cute scale with attitude.

The source makes Psycho Chihuahua important because it led to a licensing relationship and later lawsuit with Taco Bell. It also foreshadows Tom’s later belief that a durable mascot can make a consumer brand more memorable than founder visibility or celebrity endorsement.

Connections

• Tom Rinks and Joe Shields - creators.
• Taco Bell - company involved in the later dispute.
• Mascot Led Brand Recognition, Story Led Consumer Branding, and Consumer Brand Moat - concepts illustrated by the property.