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One character, three scales
A flat version that stays legible printed small on packaging, a plush version that holds the same face, and a costume that reads as the same character.
Mascots for Food and FMCG Brands
In FMCG the character has to work at three sizes at once: 20 mm on a wrapper, 30 cm on a shelf and 1.9 m at a sampling stand. Most characters are drawn for only one of the three.
What FMCG brands come to us for
Promotional volume
Gift-with-purchase, on-pack promotions and loyalty rewards need quantities and unit prices that survive a category manager’s spreadsheet.
Paperwork the buyer will ask for
EN71 test reports and a CE declaration with every plush batch. Retail buyers request them before listing, not after.
Typical FMCG package
- Character design with a small-format version tested at packaging size
- Plush run in the size your promotion economics allow
- EN71-1, -2 and -3 reports plus CE declaration per batch
- Barcode, hang tag and sewn-label artwork to your specification
- One or two costumes for sampling stands and store activations
- Secondary merchandise: keyrings, magnets, bags for loyalty tiers
What a character for this field can look like
Studio visualisations, not delivered projects. They show the construction and finish we work to; your character is designed from your brief, not picked from this page.
What we need from you
- Brand guidelines, or at minimum Pantone colours and typefaces
- Which markets the promotion runs in — it decides the labelling
- Target landed cost per piece; it sets size and construction, not the other way round
- Promotion dates, including the retailer’s delivery window
- Whether the item is sold, given away or bundled — it changes the compliance route
Planning the budget
Tooling, pattern-making and laboratory testing cost the same whether you order 1 000 pieces or 20 000. Below a certain run those fixed costs dominate the unit price and the promotion stops working — we will say so plainly rather than take the order.
If your landed cost target is fixed, tell us the number first. It is cheaper for both of us to design to a cost than to redesign after a quote.
Questions FMCG brands ask
Can one mascot work on packaging, on the shelf and at a sampling stand?
Yes, if it is designed for all three scales: about 20 mm on a wrapper, 30 cm as a plush on the shelf and 1.9 m as a costume at a sampling stand. MascotiQ tests a small-format version at packaging size and keeps the same face on the plush and the costume.
What quantity makes a plush gift-with-purchase promotion viable?
It depends on your landed cost target, which is why MascotiQ asks for it first. Tooling, pattern-making and laboratory testing cost the same whether you order 1,000 pieces or 20,000, so below a certain run those fixed costs dominate the unit price. If a promotion will not work at your volume, we say so.
What does an FMCG brand need to provide for a promotion quote?
MascotiQ asks for brand guidelines with Pantone colours, the markets the promotion runs in, the target landed cost per piece, promotion dates including the retailer’s delivery window, and whether the item is sold, given away or bundled, because that changes the labelling and compliance route.
How far ahead should a plush promotion be planned?
At least 8–12 weeks for the plush run, and longer if the character still needs designing (3–5 weeks). Plush runs cannot be rushed because laboratory testing sets the minimum time. Peak season runs from August to November, so a Christmas promotion has to start in spring.
Food and FMCG
