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Wed, 13 May 2026

Wed, 13 May 2026 Why big tech is betting on cute mascots

The likes of Apple, Microsoft and Google are all putting cartoon characters centre stage.

* Tech giants like Microsoft and Apple have introduced new cartoon character mascots, a tactic used to make brands seem more human and friendly.
* Experts say this trend is often used to build a stronger connection with customers, citing research that shows businesses with mascots are 37% more likely to grow their market share.
* Companies like Google, Reddit, and Mozilla have also introduced new or revamped mascots in recent months.
* Critics argue that the resurgence of mascots coincides with growing mistrust in big tech firms and could lead to a "creepy" level of personalization and persuasion from AI-powered characters.
* However, branding experts say that mascots can help breed familiarity and warmth towards a brand, especially among younger customers.
* Not all mascots are cute, and some companies have been criticized for using mascots in ways that are misleading or manipulative.