This book introduces the history and development of mascots using important case studies and sets out current best pratice for understanding and creating mascots. The reader is instructed how to create adorable mascots, from idea through concept to final artwork. Mascot designs from around the world is also showcased for inspiration. Recent decades have witnessed the flourish of mascot design, which is widely used by companies, organizations and even governments as a way to boost sales or improve corporate image and campaign communications. Such a trend has increasingly attracted attention to mascots by marketing and design professionals as well as their audiences.