
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.
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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.

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.

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

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

Four campaigns building memorable companions in an age of sycophantic AI

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

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

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

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

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