Cheetos is banking on its mischievous mascot Chester Cheetah and is catering to its devoted fan base for the holiday season by bringing consumers a fashion line of branded luxury apparel. It’s the first-ever online store for the puffed cornmeal snack.

From Flamin Hot Pants and dangerously cheeky underwear to a cheetah onesie and a $20,000 sapphire-embedded ring boasting more than 190 diamonds, there is something seriously stylish and tongue-in-cheek for everyone.

“Each year, holiday catalogs and gift gurus share their most unique and coveted gift items of the year,” Ryan Matiyow, senior director of marketing for Frito-Lay, the parent company of Cheetos, told [a]listdaily. “The Cheetos brand is joining this illustrious group with the release of a legendary gift collection and holiday book showcasing an assortment of this season’s must-have gifts. Each item puts the true meaning of opulence into the holidays, delivering a uniquely Cheetos wow factor that will impress even the most discerning gift recipients.”


The fashion-oriented holiday campaign ranges clothing and perfume to furniture and cuff links. But you have to move quick because selections from the 14-item catalogue are selling out—fast—affirming consumer demand and popularity for the PepsiCo-owned snack brand. The out-of-the-box fashion offerings range from $29.99 to $69, but if you just want to get a piece of the quirky orange-and-black action, there is toilet paw-per, too.

The print-inspired gifts were promoted with a full-on fashion show and paired with serious social media efforts on Facebook that further punctuated Frito-Lay’s stance on marketing and product development.

This is not the first time the chip brand has opened up an elaborate bag of branded gifts and upped its innovation game. Channeling in on some Halloween-inspired mischief, they sold out of a doll-sized Chester Cheetah stuffed animal and accompanying book of pranks on Amazon in October. “Chester on the Dresser” was such a hit that another 800 were re-released in addition to the original 200. They also had a successful “Cheetos Museum” contest run over the summer.

“We sought to have a bit of playful fun this past Halloween, offering a different take to those festivities by bringing back the trick-or-treat,” said Matiyow. “This was another way for parents who enjoy eating our snacks to have a little fun with their family and friends, and keep the Chester Cheetahs doll and prank book for future festivities.”

PepsiCo previously has marketed branded products to consumers through mobile phones and accessories in China, proving that there is an opportunity to permeate the lives of consumers on a daily basis.

Matiyow confirms that there is an appetite for brand-themed gifts and goods.

“The Cheetos brand is always looking for fun ways to engage with our consumers beyond snacking with programs that are an extension of the playful brand personality we are known for,” he said. “The introduction of the first-ever Cheetos Store, gives fans the opportunity to enjoy Cheetos-themed gifts that bring our fun, spirited personality to life for the holidays.”

Follow Manouk Akopyan on Twitter @Manouk_Akopyan