The Wilfredian League of Gugnuncs

Yes. You read that title right…

Few comic strip characters of the 1920s inspired quite the same affection as Pip, Squeak and Wilfred. The trio lived in the pages of the Daily Mirror, where Pip the dog, Squeak the penguin and Wilfred the bunny-eared youngster shared gentle adventures that appealed to both children and adults. Their popularity soon spilled into annuals, merchandise and, most memorably, a fan club with a very curious name: the Wilfredian League of Gugnuncs.

Membership of the WLOG came with badges and pendants like the ones shown here, enamel in bright blue with Wilfred’s unmistakable long ears. The word Gugnunc came from Wilfred’s own babyish speech, and children proudly described themselves as one. The club ran competitions, socials and charity events, all in the spirit of friendliness and fun. A Christmas party scene from 1919 shows the gang in full celebratory mood, with familiar characters gathered round the table raising “Three cheers for Uncle Dick”.

Decades later, the trio would find an unexpected afterlife in military slang. The 1914 Star, British War Medal and Victory Medal are still known informally as Pip, Squeak and Wilfred, often awarded together to those who served in the First World War. A comic strip, a fan club, enamel badges and a medal group: a cultural legacy in three small characters.