A little girl from Trefeglwys has inspired a new pre-school brand that is "powered by imagination".

Cheeky Monsters was launched during the lockdown by Flori Breese-Davies' mum Anna, who is a children’s brand specialist and former Disney Marketing Director.

Anna realised that children needed more fun content to engage with both online and off-screen and wanted to create a series of characters that every child could relate to.

She brought five unique characters - Violet, Glitter, Drago, Rocky and Spike - to life through a series of plush toys, books and a growing educational YouTube channel with videos that have been watched tens of thousands of times.

Each monster takes inspiration from day-to-day creative play with Flori, for example Rocky Road Racer is based upon Anna’s daughter pretending to drive the car from the back seat on family road trips, or Violet named after Flori’s favourite colour.

"The way we wrote the stories is through the eyes of a child," Anna said. "That child happens to have ginger hair and purple glasses, very much like my daughter. It was amazing to work with an illustrator for them to draw that into the books.

"She knows that's pretty special and her little friends have loved reading them and going 'that's my friend Flori!'

"They're all real experiences based on living here and playing with Flori and doing simple make-believe. Huge credit to my daughter for being such fun to play with."

Anna made the big move from London to Powys eight years ago to start a family, an area where her husband Robin grew up on a farm.

She said: "I honestly think that moving to Wales was the best thing in terms of my own creativity. London is incredible and where I carved my career but being in beautiful mid Wales countryside, which is a bit of a secret, it opened up my mind with creative thoughts.

"It's been exciting and it feels really worthwhile. Once you get into Cheeky Monsters, we get great feedback from kids, parents and teachers which is a dream for more kids to engage and have fun."

Anna added that Flori's teacher at Llanidloes Primary School, Mr Nicholas, has been "incredible".

She said: "I gave two sets to the school and he encouraged her to read a book in front of the class. It meant the world to her."

Cheeky Monster books and cuddly toys are available to buy online at shop.mycheekymonsters.com, and in the Great Oak Bookshop, Llanidloes.