Bad Niko

Bad Niko (or "Mad Mao") is a mascot developed for an Asia-Pacific campaign concept for Hot Topic. The goal of this project was to present an American lifestyle brand in a way that would appeal to a new audience, unfamiliar with the brand. This meant merging successful motifs already present in that market with Hot Topic's unique branding strategy. The mascot character was created to be rendered in CG, but also used for vinyl toys and stuffed dolls as a merchandising opportunity. Pictured in the animatic, "blue" niko is edm niko, representing one of the main subcultures represented by Hot Topic's product line. Alternate colors and accessories can further expand customer affinity, as consumers from each subculture will have their own mascot to identify with. As a brand strategy, uniting sophisticated CG and visual effects with live-action footage creates a uniquely contemporary look, which can successfully piggyback on the popularity of CG-live action franchises such as the Avengers, Jurassic Park and Harry Potter. The CG character would be overlaid into live-action commercials and promos, and even be able to make appearances if a mascot-costume were created. The new brand concept, which targets teens and preteens 12-16 in Hong Kong, Taiwan, China, and Japan, draws inspiration from brands such as Rah Rah! and San-x.