Key Takeaways

  • Cartoon characters help brands stand out and create emotional connections with customers.
  • Businesses can develop original characters or license existing ones, but legal due diligence is essential.
  • Characters can be used across packaging, websites, videos, and social media to build consistency and trust.
  • Emotional storytelling through cartoon characters increases brand relatability and retention.
  • It's crucial to understand copyright, trademark, and licensing rights when using cartoon characters.

Using cartoon characters for business as a marketing tool is powerful. This is because it presents your business concept or product in a visually fun, engaging way that is simple for customers to relate to and understand.

Using Cartoon Characters in Marketing

Cartoon characters are often used in marketing as a tool to attract customers. The main reason they work is that a cartoon character visually grabs potential customers' attention.

The process of marketing goes something like this:

  • The cartoon character draws attention.
  • The client can address whatever the customer's concerns may be about a product or service.
  • The customer's interest level in knowing more is raised.
  • The client provides a solution for the product or service that justifies the price.

The step most brands fail at achieving is the first one: drawing attention. Failing this is a sure way to sabotage a business before, during, and after it's up and running.

Modern customers have a thousand things a minute going on in their lives. When they visit a website, check an ad, or receive an email, if there is nothing of substance to grasp their attention, the marketing strategy has failed.

This is when a powerful visual weapon is needed. Cartoon characters fill this marketing need. Here's why:

  • Simplicity sells.
  • People will buy if they understand a product quickly.
  • Cartoon characters can make the most complicated product or service easy to digest.
  • Cartoon characters are visually engaging.

Research by 3M Corporation determined that the human brain processes visual content 60,000 times faster than plain text. But why are cartoon characters more successful than other types of visual media? There are several reasons:

  • People relate to cartoon characters because many represent people's lives.
  • A cartoon character is relatable.
  • Cartoon characters connect easily with people.
  • Cartoon characters can be used to address sensitive topics without being disturbing to viewers.
  • Cartoon characters can represent the realities of life in a softer way that is less disturbing to viewers.

The emotional connection between the cartoon character and the viewer enables the viewer to be more open to listening to you and learning more about your products or services. With interest raised and attention gained, the lines of communication are open to the buying audience.

How Cartoon Characters Strengthen Brand Identity

Cartoon characters can serve as a powerful cornerstone of brand identity, giving your business a memorable and consistent face across multiple platforms. From websites to packaging and explainer videos, custom characters act as ambassadors for your brand voice.

Using cartoon characters allows businesses to:

  • Develop a brand mascot that consistently represents the company's values and personality.
  • Communicate complex ideas in a simplified, friendly manner.
  • Establish an emotional connection that fosters brand loyalty and recognition.

Notably, cartoon characters can adapt to different moods or messaging styles—from playful to professional—making them incredibly versatile assets.

When a character is used regularly across all customer touchpoints, it fosters familiarity and enhances brand recall, a strategy used by companies like Mailchimp and Duolingo.

Benefits of Cartoon Characters and Marketing

Almost everyone can relate to and feel affection for a cartoon character. Not only are they more appealing than real people, but they also spark nostalgia for people who remember cartoon characters from their childhood. This fact makes people more at ease since cartoons are familiar and evoke happy memories.

Cartoon characters are fun and entertaining, and they can easily express emotions. Think of social media and the millions of people who are entertained by expressive emoticons and how much better those symbols capture feelings compared to plain text. People are similarly drawn to cartoon characters.

  • With a cartoon character, a brand is more recognizable.
  • Customers are more likely to remember your product or service.
  • Cartoon characters evoke friendliness and trust.
  • Tedious ads are more interesting with cartoon characters.
  • Cartoon characters hold the interest of the audience much longer than walls of text.
  • A cartoon character is versatile and works in many areas, including videos, blogs, advertising, and company presentations.

Strategic Uses of Cartoon Characters Across Business Touchpoints

Cartoon characters go beyond just catching attention—they can be integrated strategically across different parts of your business to reinforce branding and communication:

1. Website IntegrationCharacters can act as guides, walking users through your services or drawing attention to calls-to-action. Animated mascots on landing pages can increase time-on-site and conversions.

2. Packaging DesignProducts featuring a recognizable cartoon character stand out on shelves and add emotional value to a purchase. Characters often influence buyer decisions, especially among younger consumers or nostalgic adults.

3. Social Media and AdsIn an age of fast-scrolling content, cartoon characters offer a visual hook that increases engagement. Short animations or illustrations can humanize your message and enhance shares and likes.

4. Educational or Explainer VideosAnimated characters can narrate tutorials, explain processes, or simplify dry topics. Their friendly tone makes them ideal for onboarding videos or complex product walkthroughs.

5. Internal CommunicationSome companies use cartoon avatars in internal newsletters or training to create a more relatable, engaging tone among employees.

By deploying cartoon characters consistently, businesses can establish a unified brand experience across all communication channels.

Do's and Don'ts of Using Cartoon Characters

When used properly, a brand mascot featuring a cartoon character can make an indelible impression on a targeted audience, resulting in a highly recognizable product. This can help a brand stand out among its competitors, thus adding value and potentially leading to higher prices and more profits.

On the reverse side, if the marketing tactic is put together poorly, it can negatively affect the brand. This can undermine the quality and value of the ad and tarnish the brand.

Note that using a famous cartoon character can lead to a lawsuit. Before attempting to use a famous cartoon character, be aware that there is copyright protection under U.S. copyright laws. Along with copyright laws, characters can be protected via trademark law and rights of publicity. It is recommended that you use your own original character or get a brand license.

Emotional Storytelling Through Cartoon Characters

Cartoon characters are not just visual assets—they're emotional storytellers. When integrated into your branding strategy, characters can embody narratives that resonate with your target audience.

Why This Matters:

  • Characters help humanize brands, especially in digital spaces where personal connection is harder to establish.
  • Story arcs that feature your cartoon mascot can engage audiences over time, much like recurring characters in a TV series.
  • Emotional content—like humor, empathy, or inspiration—makes marketing messages more memorable and shareable.

For example, businesses that use recurring character stories across newsletters or social posts often experience higher retention and engagement rates. Viewers come back for the next "episode," deepening brand loyalty.

Legal Considerations for Using Cartoon Characters

Before using cartoon characters in your business, it's vital to understand the legal landscape to avoid costly missteps.

Key Legal Aspects:

  • Copyright Protection: Most cartoon characters are protected by copyright, and unauthorized use can lead to legal action.
  • Trademark Considerations: Many characters are also trademarked, especially if they’re part of a brand’s identity or product packaging.
  • Right of Publicity: If the character resembles a real person, you may need their permission for commercial use.

Using Existing Characters:To legally use a well-known character like Mickey Mouse or Bart Simpson, you must obtain a license from the rights holder. Licensing agreements outline where and how you may use the character and for how long.

Creating Your Own Character:Developing a unique cartoon character gives you full control and avoids legal complications. Once created, you should protect your intellectual property by:

  • Registering copyrights to secure your ownership of the artwork.
  • Filing a trademark to protect the character’s name or likeness as part of your brand.

Consulting an intellectual property attorney can help ensure that your use of cartoon characters complies with all applicable laws. You can find experienced attorneys on UpCounsel to assist with copyright registration or licensing agreements.

Frequently Asked Questions

  1. Can I use a famous cartoon character in my business marketing?
    No, not without permission. Most well-known characters are protected by copyright and trademark laws. You must obtain a license to use them legally.
  2. Is it better to create my own cartoon character?
    Yes. Original characters offer full creative and legal control and can be trademarked to become part of your brand identity.
  3. How do cartoon characters help with branding?
    They humanize your message, create emotional connections, and provide a consistent visual identity across platforms.
  4. What platforms benefit most from cartoon character use?
    Websites, social media, product packaging, explainer videos, and email campaigns are all highly effective platforms for cartoon characters.
  5. How can I legally protect a cartoon character I create?
    You can register the artwork under copyright and file a trademark to protect the name, logo, or likeness as part of your brand.

If you need help with understanding how to use cartoon characters for business, you can post your legal need on UpCounsel's marketplace. UpCounsel accepts only the top 5 percent of lawyers to its site. Lawyers on UpCounsel come from law schools such as Harvard Law and Yale Law and average 14 years of legal experience, including work with or on behalf of companies like Google, Menlo Ventures, and Airbnb.