World Cup Willie to Corporate Slop: The Sad Evolution of Mascots

World Cup Willie, the lion with a Union Jack shirt and bovver boy boots, was the brainchild of illustrator Reg Hoye in 1966. He was a marketing sensation, plastered on everything from bedspreads to cereal boxes, and set the bar for quirky, lovable mascots. Fast forward to 2026, and FIFA has unveiled Maple the moose (Canada), Zayu the jaguar (Mexico), and Clutch the bald eagle (USA)—three soulless, corporate animals that feel like rejects from a straight-to-streaming animated film. Fans now pine...