A NEW CLASS OF CUDDLY MASCOTS IS SEEING EVERYTHING FROM AI TO TAP WATER

Summary from the TLDR Marketing newsletter

Brands are bringing back mascots as a way to build recognizable identities in a crowded media landscape. Crocs is launching Niles, a 6-foot crocodile, joining Liberty Mutual's Liberty Biberty and Stanley Black & Decker's talking toolbox Stan. The appeal is consistency and emotional association. Unlike celebrities, mascots can become long-term brand assets that reinforce the same personality across campaigns and markets.