Summary

A seasoned mascot and mascot team manager shares insights on the practical realities and effective management of mascots for marketing purposes.

Abstract

The article "Confessions of a Mascot" delves into the lesser-known aspects of being a mascot performer and managing mascot teams, emphasizing the importance of considering the comfort and safety of the individuals inside the suits. The author, with personal experience in various mascot roles, highlights the intense heat, hygiene challenges, and physical strain that mascots endure. The piece also touches on the overlooked safety concerns, the impact of mascots on brand perception, and the need for proper handling and care of mascot costumes. The author advocates for adequate hydration, a support system for mascots during events, and the strategic use of mascots in marketing to ensure positive brand interactions.

Opinions

Mascot suits can be unbearably hot, and high-quality suits with built-in fans are preferable.
Regular breaks for hydration and cooling down are essential for mascot performers.
Mascot costumes are infrequently cleaned, leading to hygiene issues and potential health risks.
The physical well-being of mascot performers is often overlooked, with incidents of aggression from the public.
Mascots require a guide to navigate safely and interact effectively with the audience.
Despite challenges, mascots can significantly enhance brand visibility and customer engagement on social media.
A happy and motivated mascot performer is crucial for creating positive brand experiences.
Proper planning and care for mascots are vital for successful marketing campaigns.

Confessions of a Mascot

Tales from inside the fluffy suit

Hey marketing managers, have you ever been inside a mascot suit? I have. In fact, in my varied career I have been (amongst other things);

a giant kettle for a theatre company,
a cute Hound for a radio station,
a banana for a marketing campaign,
a giant bumblebee for a local football club.

Not only have I been a mascot, but I’ve also run teams of mascots. Consider me a mascot wrangler, if you will. So I think I can safely say that I have first-hand experience of both how they work as a brand extension and how it feels to be inside the suit.

So let me give you a rundown of what it’s like to be a marketing icon come to life in an attempt to help you and your business get the best out of your “in-real-life-and-I-can-touch-you” brand ambassador.

It’s Hot in There

Nothing can quite prepare you for how hot you will get inside a mascot outfit. If you are lucky and the company has splurged out on a high spec suit, it may come with a built-in fan.

But more than likely, you will be in a budget outfit where no one has given too much thought about the comfort of the person who will be inside it for long periods of time. Mascots must have regular periods where they can go somewhere private to rehydrate and cool down.

This first point comes from experience. I was dressed as a giant dog and was asked to do The Fitness Warm-Up for a marathon. I was young, so I stupidly agreed to be on stage in the blistering heat while trying to keep up with the instructor. After nearly passing out in front of 2,000 people, I realised that maybe it wasn’t the best idea after all!

And It Absolutely Stinks

I can confirm that these costumes very rarely get properly cleaned. Think about that in the context of the previous point… it means that after a few wears, the fun and friendly outfit can become a walking biohazard.

A competent mascot wrangler will at least ensure that the costume is hung up to air between wears. If you are launching a serious campaign where the mascot is at the centre (or at least an important part of the strategy), be sure to budget in the money and time for the outfit to be properly cleaned. Or if you can afford it, buy two outfits so one can still be used while the other is being cleaned.

People Forget There’s a Person Inside There

Grown men think it’s absolutely fine to pummel or aggressively hug a mascot.

It. Is. Not.

This is why a good marketing manager will always ensure that the mascot is never alone. The visibility in these outfits can be extremely limited. Whoever is inside the suit will need another member of staff to guide them around and ensure that they get back to the dressing room safely.

It’s not all about marketing spend and exposure, you have to ensure the personal safety of all your employees, even the furry ones.

Sometimes Kids Are Terrified of You

At first, I was surprised when a toddler ran screaming to their parents when they saw me in one of my cute mascot costumes. Surely they were the very ones who should be welcoming me with open arms?

It never occurred to me that it may be terrifying for a two-foot-tall child to be faced with a six-foot-tall bee looming over them and waving with a maniacal smile on their face. Or that a character that they have only seen on their TV at a few inches tall may be intimidating when they’re suddenly in front of them and look like a giant. Don’t be surprised if kids are scared, just give them a wave and move on.

Everyone Will Want a Photo

In spite of all of this (and I realise I’ve painted a dire picture, but I’m just trying to be honest), you will end up feeling like an absolute rock star. Imagine you are dressed up as a licensed character like Peppa Pig or that one from Paw Patrol who I can never remember the name of and making your way through a crowd of people.

Everyone wants their photo taken with you. Even lesser-known characters get people excited because they are (a) cute and (b) a novelty.

Every marketing manager should consider this point carefully. In the days of social media where millions of selfies are posted every minute, this exposure for your brand is priceless.

You have to make sure that the person inside the suit is as motivated as possible to be happy to spend hours taking selfies. Trust me, while the customer can’t see their face, the body language is easy to read. If a mascot is not happy, it doesn’t look good for your brand.

Mascots are an important part of the marketing mix, but should never be an afterthought. A well-trained mascot wrangler can make sure that the potential customers interacting with your brand come away with a positive experience every time.

A quick checklist for mascot activity

A simple one to start with. Whoever is in the mascot suit must hydrate! It’s your responsibility to ensure that your mascot is drinking plenty of water.
Think about what the mascot is going to be doing — if they are at an event for photo opportunities, it would be a good idea to set up a photo area with a queuing system to make sure everyone gets their photo and leaves happy.
Every mascot needs a guide to be its eyes and ears, so partner up. It can be hard to see a five-year-old approach you and wave if you only have a small slit to see out of. Your partner can say “oh, look who’s come to see you” and whoever is inside the suit can react to the kid in a positive way. It’s an old trick but a good one.
Always remember that your mascot is an extension of your brand, so it should be treated with the same care and attention that you use for all of your other marketing channels.

Just please remember that behind every giant Styrofoam head, is a human being who will do a great job for you and your business if they’re treated with a bit of thought and respect.