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Karma: 0 |  | 2012 London Mascots
« Thread Started on Oct 25, 2008, 9:42am » | |
October 25th 2008.
London 2012 has put out a brief to find a creative agency for the important task of creating mascots to represent the capital's Olympic Games, including issuing guidance that it must "reflect the best of British".
The creation of mascots for the London 2012 Olympic and Paralympic Games will generate income from licensing and merchandising, helping the event's organisers to raise the £2bn needed to stage the event.
Today's brief, issued by the London Organising Committee of the Olympic Games, stipulated that the mascots must "be brought to life" in "toy form, on clothing, in film and animation, on the gaming and digital platforms and in physical form".
"[Mascots] help set the tone for the Games and we're very excited about kicking off this process today," said Chris Townsend, the London 2012 commercial director.
"Fun and games aside, the mascot programme will be a key component of our licensing plan and will be a strong revenue driver as we seek to raise the £2bn required to stage a Games in 2012," Townsend added.
The agency that wins the brief will have to "demonstrate public involvement or engagement in the mascot development" and provide a full marketing and communication plan to launch the mascot.
When London 2012 launched the logo for the Olympics it came in for widespread criticism with one research report claiming that 70% of 11- to 20-year-olds disliked it.
Lord Sebastian Coe, chairman of the Olympics committee, defended the 2012 logo, by branding agency Wolff Olins, saying "we don't do bland in London".
The Beijing Olympics used a series of five mascots called Fuwa, while the Athens games in 2004 used a brother and sister called Athena and Phevos, named after two Greek gods.
In 2000 the Australians used Ollie the kookaburra, Syd the platypus and Millie the echidna; a strange creature called Izzy represented Atlanta in 1996; while Barcelona used Cobi the Catalan sheepdog in 1992.
1988's Olympic games in Seoul featured Hodori the tiger; the 1984 Los Angeles Olympics Sam the eagle; and the Russian games in Moscow in 1980 used Misha the bear.
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