About Clarence
CLARENCE the cricketing Crab
What is Clarence?
Clarence the cricketing Crab is a cartoon character developed in the studios of Walt Disney by the West Indies Cricket Board. The cartoon character will be used as a kids mascot to anchor the WICB’s kids (under 10 age group) marketing and development programme throughout the Caribbean.
Why a Cartoon character?
A cartoon character was chosen because kids under the age of ten can more easily identify with and be more easily influenced by cartoon characters. The popularity of cartoons in this age group, is evidenced by the phenomenal success and worldwide recognition of the Walt Disney and Warner Brothers line of famous cartoon characters such as Mickey Mouse, Bugs Bunny and Donald Duck.
This popularity suggests that a programme with a cartoon character spokesperson such as Clarence would have far greater impact, appeal and longevity with kids than if for instance using a current or former West Indian cricketer.
Why Clarence the Cricketing Crab?
It is important to understand that WICB has not chosen an animal, but has instead designed a cartoon character based on an animal. The difference is subtle but very substantial.
There are few animals that are common to all the countries in the Caribbean. The crab is one animal common to all. But the basic animal forms only a background for the development of any cartoon character. Once Clarence becomes a cartoon character, the basic animal characteristics, associations and sometimes even negative connotations disappear and are replaced by the persona of the cartoon character itself. Therein lies the fundamental difference between the animal and the cartoon character based on an animal! The objective in choosing a background animal was therefore only to pick one easily recognizable by kids across the Caribbean, and not the characteristics or associations of any animal in particular.
For example, Mickey Mouse is not thought of as a rat but instead has his own identity as a friendly, helpful and entertaining cartoon character, and is of course a flagship character of Disneyworld. No one conjures the often very negative images of rats when one thinks of the lovable Mickey Mouse, least of all kids. Consider the background animals used to develop other cartoon characters such as Pluto (dog), Pepe Le Pew (skunk), Yogi Bear (grizzly bear) or Jabba Jaws (shark). All these cartoon characters have very positive images with kids (the target market) without being tainted by whatever the real nature of the animal in real life is.
Why not use an Existing Cartoon Character?
It would have been ideal to use an existing cartoon character such as Mickey Mouse or even Jiminy Cricket, to attract kids to the sport and promote the WICB kids programmes. However, international copyright laws prohibit WICB from using characters currently existing. WICB has therefore opted to develop its own set of characters of which Clarence is the first.
What is the relationship between Clarence and the West Indies Cricket Team?
None. Clarence is neither the team mascot, nor a mascot or symbol representing West Indies cricket. He is simply a cartoon character being developed by WICB to galvanize the kids marketing and development programme. Even as a cartoon character however, Clarence will of course be a big fan of West Indies cricket and the team, and his exploits will certainly reflect his bias.
Are there plans for other characters?
Yes. The marketing programme for Clarence will invite kids to make suggestions and develop other characters to share in The Adventures of Clarence the cricketing Crab a syndicated comic strip and storybook line in the making.
What are some of the plans for Clarence?
WICB plans include:
A. Using Clarence as a magnet to get kids watching the television screen while cricket is on; for example, during the upcoming televised Australia series, Clarence will celebrate onscreen whenever a West Indian batsman hits a four or a bowler takes a wicket (similar to when an animated duck appears when a batsman makes a zero). The intention is to attract kids into looking at the television screen while the cricket is on. By exposing them to the game initially in this way, WICB hopes to encourage their future participation as players or fans.
B. Starting a regional Kiddy Cricket programme a miniature form of the game designed for kids; Equipment will be branded using the cartoon character and the sponsor. The mini-cricket games would culminate in lunchtime matches during the annual Test & One-Day Series.
C. Syndicating a comic strip in newspapers throughout the region The Adventures of Clarence the cricketing Crab; Clarence’s adventures, as part of a fictitious village cricket team, will help explain some of the basic rules of cricket while giving kids fun adventures to read about.
D. Distribution of cartoon character merchandise to build the popularity of Clarence among kids;
E. Distribution of kids’ story books on The Adventures of Clarence the cricketing Crab;
F. Development of video/CD/DVD ROM games with Clarence as the hero;
G. A syndicated cartoon programme on CBU member TV stations;
Summary
Clarence the cricketing Crab is a novel approach by WICB to reach kids under the age of ten. The programme comprises both marketing and development elements designed to attract kids to the sport, while at the same time exposing them to the basic elements of the game.
