Exceptionally popular and well respected among consumers, the OshKosh B’Gosh brand held tremendous potential far beyond its original application to children’s clothing. Osh- Kosh B’Gosh came to White Horn Group to begin building on the existing brand equity and find ways to extend it into new product lines.
Recognizing the tremendous emotional attachment consumers felt for the brand, demonstrated by an exceptionally high level of unaided brand recognition, White Horn Group sought to focus this strong consumer affinity in a way that would be easily transferable to new ventures in the OshKosh B’Gosh universe and help unify diverse product lines.
White Horn Group developed a personification of the OshKosh B’Gosh brand with which everyone, young and old, can identify: Josh, an adorable teddy bear. Embodying the brand’s characteristics, Josh is a lovable and dependable friend for children—and a corporate mascot with whom adults feel comfortable, too. Josh now appears on everything from books and bookends to clothing and shelving. Heartwarming and instantly identifiable, Josh easily bears the responsibility for breaking new ground for the OshKosh B’Gosh brand