Sport

SA Rugby launches new 3D mascot

13 July 2010

The South African Rugby Union launched its new mascot, Bokkie, on Monday and it has quickly proved to be very popular.

The animated superhero has become the first South African animation to go 3D and is taking pride of place on T-shirts and a range of other products across the land – and giving the usual American comic-book heroes a real run for their money.

"The response to Bokkie has been phenomenal," said Sarah Williams, brand manager at SARU. "We knew we were onto a winner, but the response has exceeded all our expectations.

'Reaction extraordinary'

"The public has been enchanted by Bokkie's videos and the reaction of retailers to the children's clothing range has been extraordinary. They confidently forecast that Bokkie is going to be more popular than anything they have seen from rugby before – and initial indications point towards the fact that Bokkie will probably outsell major USA character brands."

The Bokkie range premiered at a fashion show for media and invited guests at Canal Walk's Nu Metro Cinema in Cape Town on Monday while the audience put on 3D glasses for the premiere of a two-minute Bokkie animated film.

The short film will be seen in cinemas across the country from 16 July when it will precede the screening of all 3D movies in Nu Metro Cinemas across South Africa.

Appealing

"Bokkie is a character who communicates to all South African communities and to all ages, as well as to rugby audiences in other nations," said Williams. "He is a Springbok character who is appealing, but has 'attitude' to fit the rough and tumble world of rugby."

SARU has partnered with Sunrise Productions of Cape Town – the creators of Bokkie – in the development of the concept. The character originated from the Jungle Beat TV series, which has already been broadcast in more than 100 countries, and has won numerous international awards.

The Jungle Beat brand has already been extended from the small screen into licensing deals with Woolworths, Ackermans, NuMetro, Pearson Education and SAA among others.

"The huge benefit to SARU of Bokkie is that he will assist in developing a broader awareness of rugby among the youth," said Williams.

Film festivals

"Bokkie will have his own episodes and will be entered into major and even Oscar-qualifying film festivals. All this will continue to build Bokkie's profile while he remains clearly identified with SARU."

"Retailers have already placed substantial orders for official Bokkie licensed products, which demonstrates their confidence in the Bokkie character and its appeal to a broad range of customers," said Alex Cotchobos, CEO of Signet Licensing, who manage SARU's licensing programme.

"The introduction of Bokkie into the SARU licensing programme will complement and add value to the Springbok brand and will further serve SARU's objectives of ensuring that all Springbok rugby supporters have access to a range of exciting and affordable merchandise."

3D animation

SARU and Sunrise Productions are particularly proud of the 3D animation as it is the first stereoscopic animation produced in Africa to be released on the big screen.

"3D stereo is the new trend and it's wonderful to be able to introduce Bokkie to the South African public in such an exciting way," said Phil Cunningham of Sunrise Productions.

"'Shrek Forever After' is the widest animation release ever in South Africa and it's fantastic that every kid and adult that watches Shrek will also meet Bokkie."

Bokkie was informally launched during February's Champion Tour when his three-metre high image toured around South Africa. The animated version of Bokkie appeared on the SARU website and on You Tube.

Other Bokkie product ranges and a children’s rugby book are also in the pipeline.

SAinfo reporter