On September 19 and 17, the mascots for the Beijing 2022 Winter Olympics and Paralympics were released, and the "Ice Shield" officially appeared in front of the public as a mascot. "Ice Shield" also set off a small craze at the beginning of its appearance, and then gradually died down. Many people's ice mounds are dusty and tepid.
Until two years later, on the eve of the opening of the Winter Olympics, the heat of the ice pier suddenly rose. According to relevant data, the heat of the ice pier on the opening day was 250,000. After the opening ceremony, the heat rose instead of falling, and reached its peak with a figure of nearly 930 thousand on February 7. On February 20th, the Winter Olympics ended successfully, and the heat of the ice pier exceeded that of the Winter Olympics for the first time.
Without the blessing of the Olympic environment, how can this panda hold the enthusiasm of the public? Pei, vice president of the Yellow River Industrial Economic Research Institute, who has been engaged in large-scale economic research for many years, gave his own views. "Compared with the national passion ignited by competitive sports in a short time, the long-term development plan of culture and cultural derivatives will surely have more vitality." Yan said.
The birth of the mascot embodies the efforts of the creator. Therefore, BOCOG registered the copyrights of Bingdundun and Edelweiss mascots in China Copyright Protection Center from the beginning of material selection, and made a careful intellectual property protection plan.
During the Winter Olympics, market supervision departments all over the country launched a wide range of special actions to protect the intellectual property rights of Olympic symbols, and strictly investigated the infringement. In addition to intellectual property protection, Pei believes that every Olympic Games has a new mascot, which inevitably limits the long-term development of Olympic mascots.