Some of the world's largest and most powerful technology companies are adopting a strategy to appear more cute and cuddly. Tech giants Microsoft and Apple are among a wave of businesses that have recently introduced new cartoon character mascots. Experts say this tactic is often used to make a brand seem more human and friendly, and to build a stronger connection with customers.
Apple's character, a blue and white figure with an outsized head, has unofficially become known as "Little Finder Guy." Introduced in March in social media videos to promote a new laptop, it has gained some positive coverage. Microsoft, which years ago shelved its widely disliked Clippy paperclip virtual assistant, has also unveiled a new cartoon character for its AI assistant Copilot. The company states the avatar, called Mico and resembling a blob with a smiley face, is "not a mascot, but an optional visual identity for Copilot." It adds that Mico is "expressive, customizable and warm," and "makes voice conversations [with the AI] feel more natural."
There are plenty of good reasons for firms to adopt a cute character to embody their brand. Research published in 2019 indicated that businesses whose marketing campaigns include mascots are 37% more likely to grow their market share than those that do not. Anthony Patterson, professor of marketing at Lancaster University Management School, explains that these characters "give a voice, a personality, a face even, to a company that is cold and impersonal to many people."
Some firms, including tech businesses, are finding new ways to make use of existing characters. This includes the little green robot that Google uses as the mascot for its Android mobile operating system. Last September, Google launched an app that allows users to create personalized versions of the robot. Users can upload a selfie, and the mascot will begin wearing their clothes and copying their hairstyle. Google said this feature allows people to give the robot "different vibes."
Among others, the online forum Reddit updated its alien character Snoo in 2023 to be more animated and emotive. In March of this year, Mozilla, the operator of the Firefox web browser, turned its Firefox logo into a fully-fledged mascot called Kit. John Solomon, chief marketing officer at Mozilla, commented on the competitive landscape, stating, "If you think about our competition – look at a Chrome logo, look at a Safari logo, look at an Edge logo – they're very stark, somewhat similar, somewhat cold. As a challenger brand, we want to distinguish ourselves from them."
Yet, while sweet characters may win over some customers, not everyone is happy. Nathalie Nahai, who writes books and lectures on the interplay of psychology, technology, and business, says the resurgence of mascots coincides with growing mistrust in some big tech firms. "People are reaching a crisis point when it comes to our relationship with consumer-oriented technologies," she says. "So many companies are getting a massively bad rap for being these techno overlords. What better way to cut through than to create a cute and cuddly, anthropomorphic mascot?"
Both Nahai and Patterson express concern about the impact of combining AI and mascots, enabling them to interact with people in new, highly personalized ways. Patterson states, "Individual brand mascots will begin to talk to us on a one-to-one level and try to persuade us to do things. It's a bit creepy, isn't it?"
However, from a branding perspective, a colorful character can help breed familiarity. Patterson notes that when customers are exposed to mascots, especially from a young age, they often "feel warm, familiar feelings for the brand forever."
Microsoft reports "encouraging feedback so far" about Mico, but emphasizes that users who do not wish to interact with the character have the option to turn it off.
One of the most well-known online mascots in recent years is the big-eyed green owl that encourages language learners on the Duolingo app. The team behind the app credits the owl, Duo, with helping attract more than 20 million followers across TikTok and Instagram. Kat Chan, Duolingo's head of brand marketing, says, "Duo has become much more than a mascot. He's a character people follow and interact with, which has changed how we show up as a brand… people are invested in Duo."
Nahai suggests that by using mascots, brands tap into people's innate impulses. "In nature, we have evolved to respond with certain behaviors towards something like a baby which has a large head and big eyes," she explains – features that are often exaggerated in many brand characters.
Using a mascot is by no means a new strategy. Sports teams have used them since the 19th century, and other brands followed suit. "Since the 1960s, mascots have been a really powerful tool for building brands," says Patterson. However, he adds that they later became a victim of their own success, with so many characters around that people became bored of them, leading companies to phase them out.
But now, a resurgence appears to be underway, and it's not just tech companies. Book publisher Penguin has recently breathed new life into the bird that has adorned its book spines since 1935. The company has created a series of hand-drawn illustrations of the penguin "to bring warmth, humor and personality to everything from our social media presence to brand campaigns and social impact work."
Not all mascots are cute, though. "Mascots have a chequered history," points out Patterson. He cites the example of the cigarette brand Camel, which historically featured a smoking cartoon mascot named Joe Camel in its advertisements.
Nahai expresses hope that consumers are savvy enough nowadays to see past the cuteness of a company's cartoon character mascot. "I think there's more cynicism [these days]," she says. "But for people who are younger, who haven't been exposed to cynical marketing practices, these strategies may have more persuasive impacts."
