Pinch D’ Shade: Demon boy living in the the Mountains of Darkness. His father, King Ash, rejects Pinch’s desire to help the human-folk of Pugville, but looks the other way as Dead Dead accompanies him to the human village. Pinch possesses magical demon powers, which he uses in his quest to help the people of Pugville. At times, this leads to funny results. The people of Pugville, headed by their mayor, Caster B. Pug, mostly see Pinch in a negative light even as Pinch tries to do good.

Queen Lilly: The wife of King Ash. Her calm nature is at odds with those around her in the Kingdom of Darkness. However, her disposition is easily understood since she is human and dwelled in Pugville before she wed King Ash and bore him a son (Pinch) and a daughter (Picklelena). A secret from her past could shed light on the Pugville-Demon Kingdom split. Alas, this secret will not be discovered -- for now, anyway. (Hint: it might see the light of day when this comic gains world-renown.)

Dead Dead: A cat that has used up his nine lives. No one is quite sure how he ended up in the Kingdom of Darkness, but he has found favor with the King of Demons. While he is somewhat self-absorbed, he has to use some of his super intelligence in his duty as Pinch’s tutor and guardian angel. His role as protector is most useful during Pinch's adventures amongst the people of Pugville. Dead Dead  is very distrusting of humans especially since he was among them when his nine lives were used up.

Mayor Pug (AKA: Castor B. Pug): Mayor of the town of Pugville and owner of the successful Pugshine Soda company, which is the main source of income for Pugvillians. He has a deep-rooted hatred for all demons. In reality, he is threatened by the demons since they might one day take over his power of the village of Pugville...and reveal to all his real background. He has one daughter, and her name is Dawn.

King Ash: Absolute King of Demons and ruler of the Kingdom of Darkness. His hotheaded nature is tempered by his wife, Queen Lilly. As a lover of mayhem and madness, he has a hard time understanding his son's love of goodness and justice. His main nemesis is the Mayor of Pugville. Due to some unpleasant history, he is untrusting of all the people of Pugville for that matter

Dawn: The daughter of Mayor Pug. Orphaned of her mother at her birth, she is being raised solely by her father. Dawn has a fascination towards all things morbid and has little tolerance for most of what she believes are the petty day-to-day issues in Pugville. The place where she feels most comfortable is in the Pugville cemetery, a place that brings her solace and a sense of peace. She takes a liking to Pinch and is the only human in Pugville that can see Dead Dead -- a phenomenon that can only be understood when Queen Lilly's secret is revealed.

Pickleleena: Pinch's sister. She is the thorn in his side, the pebble in his shoe. She constantly antagonizes Pinch and loves to interfere with his quest to do good. She may be motivated in part by the jealousy she feels because Queen Lilly seemingly favors Pinch. To counter this, she aligns herself with her father, King Ash, always trying doubly hard to gain the king's approval. She definitely takes a lot of pleasure in making Pinch look bad, whether at home in the Kingdom of Darkness or among the humans of Pugville.