An interesting article about the use of mascots in sports marketing from Forbes magazine.

Rare nowadays is the vicious-looking tiger, or the fierce, non-politically-correct “Indian” wielding a tomahawk. Mean and scary is out, warm and fuzzy is in–all the better to warm youngsters’ hearts. Bring a second-grader to a football or baseball game, and there’s little chance he’ll understand what’s going on down on the field. But that muppet-like dinosaur or blue horse roaming the stands will draw his attention immediately. It’s what will stay in his memory long after the game is over, all but ensuring an upbeat first impression. Presto: a fan for life. (read the full article)

While I might debate their list of most recognizable mascots (I mean is the Denver NFL Horse really more well know than the Phoenix Suns Gorilla?) there is little debate on how important mascots are in marketing to kids.

I still hold that a great mascot is popular with older fans, it is undeniable that mascots are vital to community outreach and developing a bond with youth. In many ways kids are the low-hanging fruit (to use well-worn marketing jargon)…yes, they should have an impact with the kids, and it’s hard to find a good mascot who fails at that. A great mascot will also connect with adults. Its like the animated movies, Toy Story would be a great kids movie just with the story and animation. However it’s broad appeal lies in its ability to create characters and depth that adults can enjoy. It’s what makes Toy Story a great movie, not a good animated kids movie.

–Cudo

PS Thanks to David in Charlotte for sending us this new link.