# Edible Pastry Mascots The 2023 Pop-Tarts Bowl Will Introduce the World's First Edible Mascot By Laura McQuarrie | Published 2023-11-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/edible-mascot References: [stockhouse](https://stockhouse.com/news/press-releases/2023/11/27/pop-tarts-xae-will-unwrap-the-first-ever-edible-mascot-at-the-2023-pop-tarts)  The inaugural [Pop-Tarts](https://www.trendhunter.com/trends/team-sprinkles) Bowl will be airing live on [ESPN](https://www.trendhunter.com/trends/beverage-campaign) on December 28th, 2023 and the winning team will get to take a bite of college football’s first-ever [Edible](https://www.trendhunter.com/trends/pop-tarts-bowl) Mascot. This summer, Pop-Tarts debuted its Agents of Crazy Good characters and the Pop-Tarts Bowl Mascot is now being introduced as the real-life manifestation of this campaign. At the 2023 Pop-Tarts Bowl, the first-of-its-kind mascot will interact with fans in the stadium and when the final whistle blows, it will transform into a game-winning snack for the victors. "For sixty years, Pop-Tarts has sacrificed everything in the name of Crazy Good flavor, so why wouldn't that include our beloved Football Mascot, too?" said Heidi Ray, Senior Director of Marketing for Pop-Tarts. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 56% | Activity: 53% | Freshness: 19% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Edible Mascots:** The 2023 Pop-Tarts Bowl will introduce the world's first Edible Mascot, creating a new trend in the sports industry. - **Branded Character Campaigns:** Pop-Tarts' Agents of Crazy Good characters and the introduction of the Pop-Tarts Bowl Mascot show a trend towards branded character campaigns in the food industry. - **Interactive Stadium Experiences:** The interaction between fans and the Pop-Tarts Bowl Mascot at the 2023 game suggests a trend of interactive stadium experiences in the sports and entertainment industry. ### Who This Affects Most - **Sports:** The introduction of Edible Mascots at the Pop-Tarts Bowl presents a disruptive innovation opportunity in the sports industry. - **Food and Beverage:** The development of branded character campaigns, like the Pop-Tarts Bowl Mascot, creates a disruptive innovation opportunity in the food and beverage industry. - **Entertainment:** The trend of interactive stadium experiences, exemplified by the Pop-Tarts Bowl Mascot, opens up disruptive innovation opportunities in the entertainment industry. ## Related on Trend Hunter - [Toaster Pastry Mascots](https://www.trendhunter.com/trends/pop-tarts-bowl.md) - [Quirky Edible Mascots](https://www.trendhunter.com/trends/team-sprinkles.md) - [Toaster Pastry Prediction Platforms](https://www.trendhunter.com/trends/prop-tarts.md) - [Toaster Pastry Costumes](https://www.trendhunter.com/trends/poptarts-mascot-costume.md) - [Fan-Centered Stadium Menus](https://www.trendhunter.com/trends/special-menu.md) - [Trophy-Inspired Toaster Designs](https://www.trendhunter.com/trends/poptarts-bowl.md) - [Football Breakfast Pastry Partnerships](https://www.trendhunter.com/trends/poptarts-and-the-nfl.md) - [Fan Fantasy Experiences](https://www.trendhunter.com/trends/2024-cheezit-citrus-bowl.md) - [Toaster Pastry Coffee Pods](https://www.trendhunter.com/trends/the-original-donut-shop-poptart.md)