Olympics Mascots: ?!? Since 1968

Posted by Abe Sauer on May 21, 2010 06:14 PM

The mascots for the 2012 Olympic Games in London have been unveiled and... oh me, oh my. The response to Wenlock and Mandeville, the mascots, has been unforgiving. The New York Times, being generous, called them "science-fiction versions of Gumby." London's less charitable Telegraph called them "patronising rubbish."

The reasoning behind their weirdness certainly has something to do with the 18 months it took to create them and 40 (40!) focus groups that influenced their design. Each amorphous "Gumby" boasts a light atop its head representing (in case you were wondering) London's taxi cabs, a single eye (representing, um, the London Eye?) and bracelets representing the five Olympic rings - not day-glo rave bracelets. Hang on: seems the single eye is meant to evoke a video camera. Hmm. Makes perfect sense for a nation deep in debate about becoming a surveillance state.

An informal survey at the Brandchannel watercooler gave the concept the following scores (on a scale of 1-10):

WTF Factor: 9
Spirit of the Games Factor: 3
Overall Score: 2

Wenlock and Mandeville prompted us to go back and look at some Olympic mascots of the past. Scorecards ready?

Mascot: Athena and Phevos
Games: 2004 - Greece
Bio: Meant to evoke some ancient Greek dolls, some called these twins "genitalia," while others questioned if they were "melted Bart Simpson dolls." But more than being indescribable, the mascots appear wholly without athleticism.
WTF Factor: 9
Spirit of the Games Factor: 2
Overall Score: 2

Mascot: Amik
Games: 1976 - Montreal
Bio: While this black beaver does little to inspire a desire to engage in sports, he perfectly evokes the host country and boasts a bold design sensibility.
WTF Factor: 2
Spirit of the Games Factor: 5
Overall Score: 5

Mascot: Hodori and Hosuni
Games: 1988 - Seoul
Bio: Smiling tiger's Korean headgear aimed to evoke the host nation while sticking safely with a creature children could identify with.
WTF Factor: 1
Spirit of the Games Factor: 8
Overall Score: 7

Mascot: Izzy
Games: 1996 - Atlanta
Bio: The gold standard in mascots gone wrong against which all future Olympic mascot disasters will be measured. The name "Izzy" is derived from "What is it?" If you encountered Izzy, you would immediately have him Tased. Or ask, "Izzy for real?!"
WTF Factor: 11
Spirit of the Games Factor: 1
Overall Score: 1

Mascot: Waldi
Games: 1972 - Munich
Bio: A little trippy and a little bold, the Bavarian dachshund is a design truly of its period. The first (and probably last) mascot to evoke the Games' "gaiety."
WTF Factor: 4
Spirit of the Games Factor: 7
Overall Score: 6

Mascot: Schuss
Games: 1968 - Grenoble
Bio: Though technically unofficial, Schuss was the Olympics first mascot. Simple, resonant, Schussie was, literally, a ball on skis.
WTF Factor: 7
Spirit of the Games Factor: 8
Overall Score: 4

More about: Olympics, Mascots

Gunter Soydanbay says:

Very nice article. On a relevant note, the Independent had a list of worst sports mascots: http://bit.ly/aF7ftS I think this one has serious potential! http://bit.ly/bOAeET What do you think?

May 22, 2010 12:29 PM #

Moda says:

@Gunter Actullay Izzy more annoying than others. Why did they mix all sport branch same mascot?

May 23, 2010 01:22 PM #

What I don't understand is if a small company based in Toronto is able to create these how come huge events end up with mediocre stuff all the time? http://monsterfactory.net/monsters

May 24, 2010 12:08 AM #

Mark says:

Mascots, do they really matter? Does anyone care? What difference do they make? I can understand club mascotts, but Olympic mascotts?

May 24, 2010 01:50 AM #

Tony Ramos says:

The view in London is very very different-the kids absolutely adore them-and the film has been a major hit which manages to combine the old with the new to great effect.

Magical watching them on the day of the launch being so excited by the games.

May 24, 2010 02:39 AM #

Tom Douglis says:

Olympic Mascots are created nowadays to connect children to the Olympic Games, so viewing them as brand experts (or even just as adults) is also viewing them through our 'pre-jaded' eyes. Mascots are also an important Olympic brand touchpoint and merchandising tool for the local organizing committee. I think Javier's Marsical's somewhat subversive underground comic dog "Cobi" in 1992 (Barcelona) was a turning point in Olympic Mascot design, and created serious demand in global licensing where previous mascot efforts were simple local efforts in comparison.

From what I understand, the London 2012 organizers did extensive testing with children, and 'cute and cuddly' did not score as strongly as mascots that were more 'flexible' and had a "story" behind them. Also, the design reflects advances in Pixar-type computer animation in recent years. Overall, London 2012 has been quite aggressive in it's design strategy with logo and mascot, likely to try to create a more modern and less traditional image of London.

Whether it succeeds or not will be judged in the passage of time....

May 24, 2010 12:33 PM #

As Tom said, the main goal of a mascot is to appeal to kids. Kids like Ice Age, Shrek, Nemo and likes. In that regard, this new mascot might be a step in the right direction.

IMO, as long as kids like it AND as long as it is inline with the overall vision of the games, it can be considered job well done. Apparently kids liked it. As per the alignment with the games' vision, we have to wait and see.

May 24, 2010 02:19 PM #

Jan says:

I'm missing the coolest mascot ever: Cobi! (Barcelona 92)

May 25, 2010 08:50 AM #