Why are brand mascots disappearing — even though study after study shows they’re among the most effective tools in marketing?
I couldn’t stop thinking about it.
Not just because the data said so, but because I grew up loving them — those strange, joyful, sometimes weird characters from cereal boxes, candy bars, and Saturday morning commercials.
They weren’t just ads. They were memories.
So two years ago, I started a journey to understand what happened to them. And I decided to make a film about it.
I spoke to some of my biggest heroes in branding — Paul Feldwick, Jenni Romaniuk, Orlando Wood, Phil Barden — to find out why mascots faded away, and what role they could play in modern brand-building.
At the same time, I had a front-row seat. Working at Alan, I saw first-hand how a brand mascot (a very fluffy one) could connect with people in a fresh, powerful way — especially with new creative tools like generative AI.
And today?
Mascots are making a comeback.
Backed by the latest research (e.g. like Entertain or Die, The Power of You from Ipsos and just today new research by TikTok and System1). Boosted by Generative-AI and tech that makes character-building more accessible than ever.
Supercharged by creatives who aren’t afraid to entertain again.
From Duolingo’s unhinged owl to brand new Alan’s fluffy bear built with generative tech — there’s a new era of mascots rising. And I believe it says something powerful about the future of brand-building.
🎥 That’s why I made this documentary.
I hope you enjoy it — and if it sparks something, reply and let me know what you think. I’d love to hear your thoughts. And of course, subscribe for more brand building insights if you haven’t already.
Thanks for being here,
Stef
Share this post