The Quaker Oats Man, one of the first brand mascots, turns 150 next year. From Wendy’s and Duolingo’s owl to Jake from State Farm and Slackbot, mascots are seeing a renewed resurgence in how brands show up.
In a new piece for Creative Bloq, FutureBrand Creative Director Phill Rees explores how mascots have evolved from static identifiers into active expressions of brand behaviour.
Today, mascots do more than drive recognition, they make brands known through behaviour. They translate strategy into something people can feel, turning positioning into personality and creating connection over time.
“The return of brand mascots isn’t a passing trend. It’s a structural shift which unlocks a new model; one whereby brands are not just expressive, but responsive. Mascots can bring warmth, continuity, and recognisable behaviour across every touchpoint, making brands feel present rather than just consistent.”
