Mascots aren’t just tacky costumes anymore, they’re the next frontier in the world of sport branding, writes Mike Perry. Surveying today’s sports brand landscape, one striking fact stands out. Teams ...

"Operation Bigfoot" became code for bringing back the bison, a strategy months in the making. A three-part video series teasing the return of a physical mascot was littered with movie references. Can ...

Almost 50 years after it was first created, the Japanese candy brand Hi-Chew just introduced a new mascot—and it’s just as chewy-looking and lovable as the real, sweet-tooth-curing thing. The new ...