Move over Duolingo's owl; there’s a new mascot in town. Niles the 6ft anthropomorphic crocodile has won hearts and social media attention, making his debut with Crocs.

This isn't just any old mascot for the rubbery shoe brand. Terence Reilly, chief brand officer at Crocs, describes Niles as a character with his own personality, voice, perspective and ambitions – setting him apart from the usual internet meme tropes.

Since 2002, each pair of Crocs has featured a tiny crocodile on the shoe's rivet. Now, Niles takes centre stage as the brand looks towards its 25th birthday next year, marking a move towards a more character-driven approach to storytelling and consumer engagement.

With the recent popularity of Apple's Lil' Finder Guy, it feels like brand mascots are back in a big way. Crocs teased Niles with an XL egg video on social media, sparking fan theories about potential collaborations or new product launches – all leading up to his unexpected emergence as a fully formed 6ft crocodile.

For Natalie Fear, Creative Bloq's staff writer, this move suggests that mascots are evolving from simple marketing tools into more complex characters. 'Niles represents a long-term strategy in storytelling meant to deepen the emotional connection with consumers,' she notes, as Crocs moves beyond single product launches and campaigns.