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Vancouver Olympics Mascots Join the Crowd

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(ATR) The trio of mascots for the Vancouver Olympics unveiled Tuesday confirms a trend towards “the more the merrier” in the mascot business. More on recent Winter Olympic Games mascots inside.

Kristin and Hakon were the mascots for the Lillehammer Games.(ATR) The trio of mascots for the Vancouver Olympics unveiled Tuesday confirms a trend towards “the more the merrier” in the mascot business.

With the addition from Vancouver of Miga, Sumi and Quatchi to the mascot menagerie, a total of 14 different creatures or human figures have stood as mascots for the six Winter Olympics since 1994.

Magique, the star-shaped figure for Albertville in 1992, was the last mascot toperform solo at the Winter Games.

The 1994 Lillehammer Olympic Winter Games ushered in the first mascots to be based on historical human figures. They also have been the last of the humanoid mascots. The Lillehammer pair were named Hakon and Kristin after royal children from the 13th century.

“Nothing is as good as Lillehammer,” jokes IOC member Gerhard Heiberg of Norway, whose bias is firmly rooted from the time he spent as president and CEO of the 1994 Games.

He tells Around the Rings he likes the choices Vancouver has made: “They have found what they needed”.

Consultant George Hirthler, known for his communications work on Olympic Games and bids for the past 20 years, says the Vancouver mascots will be “a hit”.

“Love their diversity and their different sizes,” he says.

“A nice reflection of Canada’s creativity and a great new edition to Olympic folklore. Children will gobble them up,” predicts Hirthler.

Neve and Gliz, mascots of the Turin Olympics, with Aster, the Paralympics mascot, in the middle. (ATR)

The Turin 2006 Olympic Winter Games mascots were Neve, and Gliz. And as their Italian-based names implied, the pair represented a snowball and an ice cube, the two elements needed for the Olympic Winter Games.

At the time of their unveiling, Neve and Gliz were described by Turin 2006 as reflecting the spirit of the Turin Games: passion, enthusiasm, culture, elegance, and love of the environment and of sport. The pair were featured in a series of short TV cartoons in which they squeaked and jingled as they took part in winter activities. Turin provided the first mascot for the Winter Paralympics, a snowflake to complement Neve and Gliz.

The Salt Lake City 2002 Olympic Winter Games mascots Powder, a snowshoe hare, Copper, a coyote and Coal, a black bear, were chosen to symbolize the Olympic motto "Citius, Altius Fortius”. As with most winter mascots, the trio receded quickly from public consciousness soon after the Games were over.

The most popular of the recent wave of Winter Games mascots The four mascots from the Nagano Olympics proved to be popular in Japan.may have been the four Snowlets of Nagano in 1998. Four were chosen to represent the four years between each Olympic Games.

Sukki, Nokki, Lekki and Tsukki were the names chosen for the critters out of nearly 50,000 suggestions sent in by the public. At the end of the 2002 Games, plenty of mascots remained unsold. (ATR)

Merchandise bearing the snowlets enjoyed steady sales among young people in the run-up to the Olympics. And by the end of the Games, the snowlets were, so to speak, extinct: scant snowlet products remained for sale.

Ed Hula and Laura Grundy.

For general comments or questions,

Quatchi Sumi Miga 2010 Winter Olympic Mascots Research Paper

Marketing at Olympics is not a new phenomenon. Since the time of Stockholm Games, the symbols of Olympics have been successfully marketed as commercial products (Puig). The main aim of the marketing strategies employed for Olympics is to generate revenue (Ferrand and Torrigiani; Puig). Licensing which comprises of 2 percent of the revenue is through sale of Olympic symbols and mascots (IOC). So the commercialized sale of mascots forms a significant part in the revenue generation process of Olympics thus creating an interest in studying them more critically. Further mascots are supposed to be the best way for the host city to market itself (The Commercialization of Olympic Mascots). This marketing and commercial significance of the Olympics mascots lays the interest to study the 2010 Vancouver winter Olympics mascots and their commercial success.

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According to official reports, the sale of the mascots for 2010 winter Olympics has been good (Penner). But there has been a high level of uncertainty regarding the mascot’s success commercially (Canadian Press). So it is unclear if the mascots themselves are a success or not. The question remains if the mascots of 2010 Vancouver Winter Olympics have become a big commercial success? This creates the interest of understanding what the mascots really are and the marketing strategy being used to sell the mascot souvenirs. Some sources believe that these mascots have even increased retail sales when they were falling due to the low consumer confidence and economic downturn (Ogilvie). But does this demonstrate the commercial success of the mascots is significant? In this essay, I will discuss the mascots from the perspective of their background and relevance to the event and the financial benefit it is expected to reap through the mascots using them as a marketing tool for the event.

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