If you haven’t heard of Krampus, the demon-like half-goat of Austrian folklore, then you haven’t been paying attention. The scary counterpart to St. Nicholas—Krampus punishes naughty children by beating them or dragging them to his lair, or even to hell—has already appeared on the Colbert Report, starred in a comic book, and inspired parties and parades across the U.S. He’s even the subject of a feature film (though he’s also appeared in multiple low-budget movies).

Why all the sudden attention in a country where he’s never been widely recognized? Art director, graphic designer, and big man on Krampus Monte Beauchamp thinks that he deserves a lot of the credit. After a collector introduced