Hitmakers: How Brands Influence Culture Episode: The State Of Play
Release Date: March 20, 2025
Hosts: Rei Inamoto and Ana Andjelic
Producers: Vanya Arcernov

1. Introduction

In this episode of Hitmakers: How Brands Influence Culture, hosts Ana Andjelic, a brand executive and sociologist, and Rei Inamoto, a creative entrepreneur, delve into the evolving landscape of toys, mascots, and their profound impact on both childhood and adult culture. They explore how brands are redefining their strategies to engage with a more mature audience while maintaining cultural relevance.

2. The Peter Pan Effect and Adult Engagement in Toys and Mascots

Timestamp: [01:08]

Ana introduces the concept of the "Peter Pan Effect," drawing parallels with the well-known "Peter Pan Syndrome," where adults resist growing up. She explains how brands are leveraging this phenomenon to market toys and mascots to adults:

Ana [01:08]: "Why would you, as a brand, associate yourself with the mascot, invent a mascot, do board games or do toys, even if you're not Lego?"

Rei adds insight from her cultural background in Japan, highlighting the seamless coexistence of real and fictional characters in Japanese media, exemplified by the beloved anime character Doraemon:

Rei [04:15]: "Doraemon is this massive franchise in Japan... It's a combination of real and fictional that has been natural for decades."

3. Mascots in Branding and Their Longevity Compared to Human Influencers

Timestamp: [13:46]

The discussion shifts to the strategic advantages of using mascots over human influencers. Ana points out the durability and consistency mascots offer, avoiding the pitfalls of human-related scandals:

Ana [14:17]: "What's good about a mascot or a fictional character is that they don't age... you have to control and manage really well."

Rei concurs, emphasizing the timelessness of mascots like Hello Kitty and Mr. Clean, which remain relevant without the risks associated with human personalities.

4. The Fusion of Real and Imaginary Worlds in Branding and Media

Timestamp: [24:10]

Ana highlights recent brand campaigns that blur the lines between virtual and real worlds. She cites McDonald's unique activation campaign where they created a real-world version of a gaming world McDonald's, merging virtual concepts with physical experiences:

Ana [24:10]: "McDonald's took that and made a real McDonald's... Blurring the lines between what's virtual and imaginary and bringing it into the real world."

5. The Impact of AI on Perceptions of Reality and Brand Narratives

Timestamp: [06:50]

Ana discusses how AI has influenced our perception of reality, making us more accepting of virtual creations as real:

Ana [06:50]: "We are visually enjoying whatever AI is creating without being like, oh, that's not real."

This acceptance paves the way for brands to innovate in storytelling, blending real and virtual narratives seamlessly.

6. Influence of Movie and Media in Brand Storytelling

Timestamp: [25:55]

The hosts analyze the Barbie movie's success in merging fictional elements with the real world, allowing characters like Barbie and Ken to interact with real people. Rei points out how this fusion creates a dynamic and relatable narrative:

Rei [25:55]: "They did a really good job fusing what is fictional and imaginary with what's real and how they interact with real people."

Ana extends the conversation to how brands like Sesame Street utilize characters like Elmo to engage audiences across different media without losing brand integrity.

7. Cultural Shifts and the Role of Cities in Trend Genesis

Timestamp: [35:23]

Rei raises concerns about the rising cost of living in cultural hubs like New York and Tokyo, questioning the future of these cities as trendsetters:

Rei [35:23]: "If young people aren't able to live in New York City because of the expense, what's happening to the culture and trends that came from there?"

Ana responds by highlighting the complexity of intergenerational dynamics and the increasing trend of remote living, which allows cultural influence to spread beyond traditional urban centers.

8. The Importance of Engaging Young Interns in Brand Strategy

Timestamp: [40:55]

The conversation shifts to workforce dynamics, emphasizing the value of hiring and directly engaging young interns who bring fresh perspectives and cultural relevance:

Rei [40:55]: "Young people can have more power... Executives need to engage with what's happening on the ground."

Ana shares anecdotes illustrating the effectiveness of integrating young talent into strategic roles, enhancing creativity and adaptability within brands.

9. Final Thoughts and Conclusions

Timestamp: [44:31]

As the episode wraps up, Ana and Rei summarize their discussions, highlighting the necessity for brands to adapt to changing demographics, embrace the blending of real and virtual worlds, and foster inclusive cultural narratives. They underscore the importance of authentic engagement with younger generations and the strategic use of mascots to maintain brand longevity.

Notable Quotes Summary

• Ana [01:08]: "Why would you, as a brand, associate yourself with the mascot... even if you're not Lego?"
• Rei [04:15]: "Doraemon is this massive franchise in Japan... It's a combination of real and fictional that has been natural for decades."
• Ana [14:17]: "They don't age... you have to control and manage really well."
• Ana [24:10]: "McDonald's took that and made a real McDonald's... Blurring the lines between what's virtual and imaginary."
• Ana [06:50]: "We are visually enjoying whatever AI is creating without being like, oh, that's not real."
• Rei [25:55]: "They did a really good job fusing what is fictional and imaginary with what's real."
• Rei [35:23]: "If young people aren't able to live in New York City because of the expense, what's happening to the culture and trends that came from there?"
• Rei [40:55]: "Young people can have more power... Executives need to engage with what's happening on the ground."

Conclusion

In "The State Of Play," Ana Andjelic and Rei Inamoto explore the intricate relationship between brands, mascots, and cultural influence. They reveal how brands are navigating demographic shifts, leveraging mascots for enduring brand identity, and embracing the fusion of virtual and real worlds to stay relevant. This episode underscores the critical need for brands to adapt creatively and authentically in an ever-evolving cultural landscape.