
London 2012’s new mascots have been unveiled, and I’m wondering if I’m the only person who actually thought they were a joke. I mean, ‘Wenlock’ and ‘Mandeville,’ really?
This was the product of eighteen months of research and forty focus groups. From the top of my head I think a torch called ‘Flamey’ would have been a better idea. At least it would have been recognizable, had a catchy name and cost absolutely nothing to think of.
To be fair their unusual names do have meaning behind them as Wenlock in Shropshire is considered by many the birthplace of the modern Olympics. Baron Pierre de Coubertin, the founder of the IOC, visited the town in 1890 and took inspiration from the annual Games organised by Dr William Penny Brookes, a local doctor, to “promote the moral, physical and intellectual improvement of the inhabitants”.
Stoke Mandeville’s famous spinal injuries unit meanwhile was where the Paralympics movement began, and the naming of one mascot after the hospital is an explicit attempt to raise the profile of the Paralympics Games.
These mascots are all about making money however, with big businesses to be had from selling promotional merchandise. London 2012 say the key to meeting their commercial target has been developing a storyline that will lend Wenlock and Mandeville credibility in a pre-teen marketplace where they will be up against Dr Who and other established brands.
Lord Coe and the committee recruited former Children’s’ Laureate Michael Morpurgo, who came up with the concept of the mascots being fashioned from two drops of molten steel spilt in the making of the last steel girder used in the Olympic Stadium. Since when did children need a story line to be persuaded by something anyway? The Teletubies weren’t a success because of the interesting anthropological questions raised by their unusual gene pool. They were a success because they were fun and that’s it.
Stephen Bayley, founder of the Design Museum, believes his daughter summed the mascots up perfectly when she referred to them as ‘rubbish earrings’. He said: ‘The logo was hideous enough but now we have these ridiculous, infantile mascots. Who is to blame for this I ask you? ‘Given the economic predicament that Britain is in at the minute, what right do they have to throw their money at such hideous creatures? They are atrocious.’
To be fair there has never been a decent Olympic games mascot. If you don’t agree, can you recall a single one? Waldi the multi-coloured Daschund anyone? I didn’t think so…