A sports mascot is for kids and for brand

The new Partick Thistle mascot is causing some controversy throughout sport and social media.

Kingsly, designed by Turner Prize nominated artist David Shrigly, was created to launch the relationship between the club and US investment firm Kingsford Capital.

It has to be said that it is unusual for a mascot as it in a line up of other mascots it is probably the last one you would want to cuddle. However, it has achieved massive PR for the club and is line with their motto for next season, “Not so cuddly anymore”.

I remember when The Island re-designed Digger, the mascot for London Irish, and how careful we had to be to ensure kids could still associate with him and carry on their idolisation.

The new real-life Digger was leaner, and much less dog eared, than the previous one. We unveiled him on the first game of the season at the new Digger’s Pound – a kids’ play area in one of the main concourses.

Most kids were pleased to see him, but others thought he had changed a lot. But we were ready. We explained to all the doubters that it was Digger, but he had been in pre-season training with the team and was no much fitter and leaner. That seemed to work. Plus, we had a new cartoon version and a club that the kids could join to feel even more a part of the London Irish family.

The bond kids have with the mascot is not to be knocked. They really do love them – as do the parents who like to get their photo taken with them just as much.

Partick Thistle sound like they have a few more surprises up their sleeve to continue this new brand message which they hope to really push their product out to an international market.

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