Iron-On Transfer help!

[mippy.livejournal.com]

I have an iron-on transfer that I picked up at a LittleBigPlanet store in Manchester. The transfer feels like cloth - it has a tissue/soft cloth front, and the back is stiffer. The transfer appears right side up on the soft front. However, I have absolutely no idea how to get this to transfer. The stiff back doesn't peel off, and just ironing it isn't doing anything. Help before I go insane!