The 2014 Brazil World Cup held a mascot promotion activity in the city on December 9, launching the official presale of “Fuleco”. The adorable 2-meter stuffed toys of Fuleco will appear in the city’s and the country’s major business areas in the following week.
In June 2013, Hangzhou Ford Brand Management Co., Ltd. signed a World Cup mascot license agreement with the FIFA, which includes 3D dolls, key chains, party products and automobile accessories. The license covers all regions around the world except Brazil. This is the first Chinese company that has signed such a significant and extensive license contract with the FIFA.
“The agreement will enable us to seize the initiative in the whole process of production, marketing, wholesaling and retailing, as we can decide who manufacture the products and who wholesale them for us,” said Li Hong, president of the company. Since Ford Brand Management obtained the license, 12 companies in Chile have contacted the company for cooperation on the mascot. “Finally, we change from the pursuers to the pursued and it feels really good,” Li added.
Long-nosed Fuleco has patches of armors on its back. With a football in hand, he looks a little strange and cute. In fact, Fuleco is an armadillo, which is an endangered species in inland Brazil. The FIFA and 2014 World Cup organizing committee have picked it as the mascot from 47 candidates. It is expected to win popularity with people from all over the world just like Vuvuzela in South Africa.
Source: Hangzhou Government