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The company is banking mascot on the affability of its costumes whimsical cow motif to bolster the intrinsic entertainment dinosaur value of its in-line stores amid more established competitors, such as the 163-unit Marble Slab Creamery and 107-store Cold Stone Creamery."I''ve always held the belief that ice cream mascot and costumes is entertainment," dinosaur said Richard Sharoff, president and chief executive. "People don''t get ice cream because mascot they''re hungry; they get it because they want a treat or indulgence."

While mascot marketing might costumes conjure up images of the Pillsbusy dinosaur and mascot and costumes and dinosaur Doughboy, it often translates into strong mascot sales. "Mascots are one of your most highly visible yet inexpensive forms of marketing," says Josh Wilson, a mascot designer for companies costumes and dinosaur and mascot as small as the local costumes bagel shop dinosaur and as mascot enormous as Nintendo. "They can help you create media excitement, costumes build brand value and dinosaur sell product. But you''ve got to use them."