Flying Down to Rio - Flight Twenty Two

On this flight we will meet a very special passenger, a true World Cup icon. Someone who changed the way we look at the whole world of sport and how it presents itself to us the fans. Not to mention how we spend our money.

It was 1966 and the world was ready for its first mascot superstar. So make sure your seat belt is correctly fastened its 1966 all over again and here comes World Cup Willie.

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World Cup Willie was the first official mascot at a World Cup. Its hard to image these days any sporting event not having a mascot. Playing to the crowd, entertaining the kids and generating sales in the shops. Willie is accredited with the starting the merchandising boom that now accompanies every sporting event.

World Cup Willie, started life as a cartoon lion (he later made live appearances) sporting a Union Jack football shirt and a 60s mop-top ‘Beatle’ mane. He was the brain child (brain lion) of Richard Culley and Reg Hoye.

Reg was a commercial artist whose work at the time was mostly illustrating the Enid Blyton's children’s stories.

The two men worked in a advertising and marketing company which had been granted the rights to the World Cup. Richard Culley described what happened  “We were given the task of creating a mascot to exploit merchandising beyond the insignia of the Jules Rimet trophy which was initially all we had to work with. It took us five minutes to decide that a lion would be better than a bulldog and another five minutes for Reg to draw it, we wanted a product with a sense of fun.”

2. Willie drawing Roy, as he appeared in a German magazine.

In fact Reg dashed of four designs, three lions and a boy. But one of the lions, he claims modeled on his son, Leo, quickly won through.

Before this the FA’s plan had been to use a Union Jack flag (not even a St George’s Cross) with the trophy standing in front of it.

At the start of the campaign it was hoped the licensing programme would raise £4m. This years World Cup will generate billions around the world.  

Willie was an instant hit. There was World Cup Braces, table cloths, toffees, crisps, Knitting patterns and toys. As well as many other lines, the company finally issued 125 licenses for the brand.

The press claimed Willie was as big as James Bond (The name’s Willie, World Cup Willie) and even Noddy.
There was a picture strip story in a weekly comic.  The FA may not use him today, but he can still be found in the shop at the National Football Museum, still selling and earning his keep.

As you see right he made a return in 1970 to help England defend the trophy.

There was a record made about him. This was re-recorded and re-released in 2006, forty years after his first hit! 

Have a little sing-a-long here.
The clip visuals are clearly post competition.

Did you spot the Spurs reference ?

It wasn’t just in England that he found fame, he drew interest from around the world, including Russia and the far east. He even appeared in a German magazine,(see image 2).

Roy's design was so successful he was soon commissioned by London Zoo, they wanted a polar bear and Manchester United  asked him to design a red devil.

So when your down the Lane next season and adoring parents spend their money so their child can walk around with Chirpy, give a thought to where it started.

Thanks to - License magazine, BBC, The Sunday Times, National Football Museum,

About the author:
Keith Harrison,
Nilgiris, TN
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