In a world flooded with digital noise and ever-changing trends, one thing remains consistent: children love characters. Whether it’s a cuddly creature, a curious explorer or a quirky robot, mascots help bring brands to life in a way that speaks directly to a younger audience. For children, mascots become companions. For brands, they become powerful vehicles of identity, loyalty, and emotional connection.
At KIDZbranding, we believe that mascots are one of the most overlooked assets in children’s marketing – and one of the most powerful. In this article, we’ll show you why investing in your own brand mascot isn’t just a creative decision, but a strategic one. And we’ll guide you through how to do it the right way.
The problem with using established children’s universes
Many companies aiming to reach children choose a seemingly convenient route: licensing characters from already popular children’s universes. Whether it’s film franchises, TV personalities or well-known toy brands, this approach appears safe and familiar. But it comes with a hidden cost.
When you license a character, you’re not just paying for usage rights. You’re investing in another company’s storyworld — and you’re helping build their brand, not your own. It also means you have limited creative freedom. You can’t change the character’s personality, story, or visuals to better align with your own values or evolving strategies. Plus, licences are time-limited and come with fees that can quickly add up, especially in global applications.
In short, you’re pouring energy and resources into a universe you don’t own. And once the licence ends, so does your access — along with everything you’ve built around it.
Why you should create your own mascot and universe
The smarter move? Build your own character. One that reflects your brand identity, values and aspirations — and one that belongs entirely to you. Creating your own mascot allows you to:
- Own your story: You control every element, from the character’s look and personality to how they evolve over time.
- Maximise your investment: Every euro spent builds equity in *your* brand, not someone else’s.
- Build long-term loyalty: Children form strong emotional attachments. A mascot that grows with your brand can stay relevant for years – even decades.
When you create your own brand universe, you’re not just appealing to children; you’re also strengthening your position in the wider market. A well-designed mascot can be used consistently across product packaging, digital platforms, onboard experiences (for airlines), sustainability campaigns, events and social media – building visibility and recognition at every touchpoint.
And when done right, mascots don’t just attract kids. They offer reassurance to parents, clarity to stakeholders, and cohesion across your entire brand strategy.
What makes a mascot appealing to kids?
Creating a mascot that resonates with children isn’t about jumping on trends. It’s about understanding how children think, feel, and connect.Here’s what matters most:
Visual simplicity Kids need to recognise and recall the character easily. Clean lines, bold shapes, and strong silhouettes are key.
Emotional expression Characters that smile, show curiosity, or react with emotion feel alive and relatable.
Colour psychology Bright, inviting colours are more than decoration — they influence mood and memory.
Storytelling potential A mascot becomes more engaging when it exists within a story world. Where do they live? What are they curious about? Who are their friends?
Cultural flexibility If your audience is international, a good mascot design should appeal across different regions and age groups without losing meaning or charm.
This is where expertise really matters. It’s easy to create something that’s “cute.” It’s harder to create something that children want to come back to.
From idea to icon with KIDZbranding
At KIDZbranding, we’ve helped numerous brands — particularly in aviation and family-focused industries — develop mascots that children genuinely love. Our approach is built on years of experience, deep understanding of child psychology, and a clear process that makes it easy for clients to get started. Here’s how we typically work:
- Discovery & alignment
We begin with a deep dive into your brand values, target audience, and objectives. What emotions should the mascot evoke? What behaviours or values should it represent?
- Concept & visual development
Our creative team explores different directions with mood boards and early sketches, always guided by what children find engaging. We involve clients closely in the feedback process.
- Character building & world creation
Once the visual concept is approved, we develop the mascot’s personality, backstory, and supporting universe — making the character ready for storytelling across platforms.
- Application & rollout strategy
From in-flight activities to kids’ club content and digital engagement, we help you integrate the mascot meaningfully and consistently. And yes — we design with sustainability in mind.
- Support & evolution
A great mascot can evolve over time. We offer ongoing support to adapt the character as your brand grows, ensuring relevance across generations.
Clients are often surprised by how *fun* and efficient this process can be — especially with the right partner. With our experience, what seems daunting becomes creative, engaging and, most importantly, effective.
Case highlights – How brands are benefiting
– An international airline worked with us to develop a bespoke kids’ mascot featured in cabin packs, on screens, and through digital games. The result? Increased passenger satisfaction and a boost in social media engagement from families.
– A children’s product brand replaced their licensed character strategy with a unique mascot that reflected their sustainability mission. This move not only saved on licensing costs but also elevated brand storytelling across packaging and marketing materials.
– A tourism board partnered with KIDZbranding to create a playful animal mascot that now guides young visitors through interactive city trails — blending learning with brand visibility in public spaces.
Each example reinforces the same point – when children love your mascot, they remember your brand. And so do their families.
Your brand, your story — Make it count
In children’s marketing, few tools are as powerful as a well-crafted mascot. But instead of building someone else’s universe, why not create your own?
When you design a character that belongs to you, aligns with your brand, and genuinely connects with children, you’re not just investing in creativity — you’re investing in long-term brand equity.
At KIDZbranding, we’re ready to help you make that leap. Whether you’re an airline looking to elevate the onboard experience or a brand seeking greater family engagement, we can guide you from the first sketch to a mascot that truly stands out. Let’s create a character that kids will love, and remember – to create positive brand associations for the company.
