Mascots are back

Mascots are back on the rise.

Duolingo’s participatory, contextual expressions that transcend the app to the icon itself.

Pepsi bringing back Coke’s polar bear to anthropomorphise rivalry.

Apple’s ‘Little Finder’ to promote the Neo to Gen Z.

They’re back. Because they’re full of personality, let people direct relational equity to that personality, form bonds and feel like they’re entering a world, not just buying a product.

I’ve been advocating for mascots since forever.

This isn’t an “I told you so”, but it’s absolutely a “don’t be afraid to bring your work to life with personality because you think it might make you look silly”.

Multi-trillion dollar companies seem to get on just fine with it.