ABSTRACT
As a matter of course, we mascotmanes would be naturally reluctant to risk counting our chickens. Heaven forbid that we would attract the fatal gaze of the evil eye at this embryonic stage in our field’s evolution. But, by now, even the most objective or indeed objectionable of observers could find it difficult to deny that the current cultural wave of mascot mania has sparked the ignition of an insightful adventure into incredibly fertile marketing research territory. As this animal anthology’s expansive subject range so aptly and amply indicates, the indubitably magical, mystical and mythical mascot marcomms macrocosm seemingly abounds with diverse habitats, life-forms and issues ripe for exploration.
