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Discover the secrets to building a brand in a generative AI world.

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Why is everyone launching a mascot right now?

Crocs hatched a crocodile live, Dolmio brought the puppets home, and a Stanley toolbox started talking. New mascots everywhere, and some get a whole world built around them.

Marcel has a show now

Introducing Character News Network. Episode one: how Ralph Lauren turned the Polo Bear from sweater decoration into actual IP, and what Tom Hiddleston was really for.

Who owns a meme?

Brainrot lawsuit, a log with a bat, World cup mascots standing by the sidelines and AI slop. Welcome to the messy future of IP.

This mascot keeps getting promoted

Inside bol's 18-year Billie strategy: from logo to chatbot to AI interface to 3-metre inflatable.

Friction beats friendly

Four campaigns building memorable companions in an age of sycophantic AI

This Chinese retailer built a $2.4B business by selling characters, not products

The Miniso playbook: rented IP, owned IP, and why your brand needs to know the difference.

An AI squirrel just scored top 1% of all TV ads ever measured.

Plus five more brands that quietly proved characters are the only thing left worth owning in 2026

Prada got a mascot?

It's not about what your mascot looks like. It's about what you do with it.

Did Apple just launch a mascot?

Plus: puppet data that should embarrass every brand not using characters.

Nostalgia is everywhere. Only mascots get to keep it.

Dunkin' rented the '90s for 60 seconds. Kellogg's put a tiger on Spotify forever.