FOR every "ginger nut", "copper top" or "child left out in the rain to rust" comes a new book full of positive role models.
Traditionally the victim of many a school-yard bully, redheads can now fight back with their very own literary hero.
No longer will the token ginger character be the nerd, geek or comic foil to the blonde-haired, blue-eyed goddess or tall, dark and handsome protagonist.
Titian children can now read all about Bili Boncyrs - the creation of fellow redheads, author Caryl Lewis and designer Gary Evans. They felt strongly that those of a ginger persuasion are the butt of too many jokes in the media and it was about time redheads had their day.
And there's never been a better time for a ginger revolution, as the likes of teenage model Lily Cole begin to dominate catwalks and agencies around the UK send out a desperate call for more red-haired models.
As his name suggests, Welsh-speaking Bili is bonkers. So is the rest of his family and the DJ donkey that lives with them. Bili even has a pair of magic pants.
"When I was growing up I didn't feel as if I had any role models - everyone seemed to have blonde, black or brunette hair on TV or in magazines," said 26-year-old Miss Lewis who was awarded the Tir Na Nog award for best children's fiction this year.
"I wanted to redress the balance in some way by creating a positive role model for redheaded children. Bili Boncyrs will hopefully become a hero for anyone growing up with red hair."
The book has obvious appeal to young children improving their literacy skills, but Miss Lewis and designer Gary Evans hope Bili will even take on an iconic status among redheads who may even be persuaded to wear Bili T-shirts to show off their "ginger pride".
"We wanted to do something new in Wales with Welsh language children's literature and get away from the traditional families who have 'mumsy' mother characters who live on farms and cook for all the children," Miss Lewis said.
And so Bili's dad (who has a hook hand) stays at home to look after the children and mum goes out to work; they keep a bat instead of a budgie, the postman looks like Elvis and they live with a donkey.
Traditional, it certainly isn't, but each story has a sense of right and wrong for children to learn from, and Bili is always thinking of others and of ways to solve problems.
Japanese animation is a strong design influence for Mr Evans, but he also wanted to bring the bold, bright designs familiar to viewers of Nickelodeon and CBeebies to the Welsh language market.
"A lot of Welsh language books are translations of English books, which is a shame because there is talent out there to create original work," he said.
But he admitted it was nice to create a positive, male ginger character.
"For girls to have red hair is seen as quite sexy, but for boys it's a real no no," he laughed.
'Bili Boncyrs a'r Pants Hud' by Caryl Lewis and Gary Evans, Y Lolfa, £2.95