{"id":21150,"date":"2026-10-27T12:54:09","date_gmt":"2026-10-27T16:54:09","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21150"},"modified":"2026-10-27T12:54:11","modified_gmt":"2026-10-27T16:54:11","slug":"meet-billie-brightpaw-the-new-macys-holiday-mascot","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/meet-billie-brightpaw-the-new-macys-holiday-mascot\/21150\/","title":{"rendered":"Meet Billie Brightpaw, the New Macy\u2019s Holiday Mascot"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">New and familiar faces alike are heading to <a href=\"https:\/\/www.macys.com\/s\/parade\/\">Macy\u2019s 100th Thanksgiving Day Parade<\/a>, including a bear in a bright red hat and scarf named Billie Brightpaw.<\/p>\n\n\n\n<figure class=\"wp-block-image alignfull size-full\"><img decoding=\"async\" width=\"1948\" height=\"1426\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_2.png\" alt=\"billie_brightpaw_2\" class=\"wp-image-21155\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_2.png 1948w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_2-300x220.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_2-768x562.png 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_2-246x180.png 246w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_2-492x360.png 492w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_2-787x576.png 787w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_2-1536x1124.png 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_2-1024x750.png 1024w\" sizes=\"auto, (max-width: 1948px) 100vw, 1948px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Just who is Billie and why is there a glowing red star on one of her paws? We caught up with Brendan Kennedy, Director of Creative Production at <a href=\"https:\/\/www.macys.com\/\">Macy\u2019s Studios<\/a>, to learn all about Billie and the hidden winks to Macy\u2019s history that make up Billie\u2019s look.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plus, we quizzed Kennedy on Parade trivia specific to brand mascots past and present and get a sneak peek into this year\u2019s centennial event.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Who is Billie Brightpaw and why is she debuting during the 100th Macy\u2019s Thanksgiving Day Parade?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Billie Brightpaw is the newest member of the Macy\u2019s Parade family \u2013 a curious, adventurous bear who has made herself right at home at Macy\u2019s Herald Square. Billie Brightpaw will debut as a new balloon in the 100th Macy\u2019s Thanksgiving Day Parade and has also made her debut in our stores. Fans can take home a Billie Brightpaw plush, inspired by the Parade, alongside our Parade capsule collections this year.<\/p>\n\n\n\n<figure class=\"wp-block-image alignfull size-large\"><img decoding=\"async\" width=\"824\" height=\"1024\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_3-824x1024.png\" alt=\"\" class=\"wp-image-21156\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_3-824x1024.png 824w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_3-241x300.png 241w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_3-145x180.png 145w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_3-290x360.png 290w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_3-463x576.png 463w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_3-767x954.png 767w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw_3.png 1200w\" sizes=\"auto, (max-width: 824px) 100vw, 824px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Although this is her first Parade appearance, Billie Brightpaw is rooted in Macy\u2019s history. She wears a classic Macy\u2019s red hat and scarf, and the glowing red star on her paw is a nod to one of the brand\u2019s earliest stories: R.H. Macy following a red star at sea, a symbol that later became part of the Macy\u2019s identity. Billie\u2019s red star guides her on all her adventures. This holiday season, she will join festivities at Macy\u2019s Herald Square where fans will be able to meet and interact with her this throughout the season. Her debut ties perfectly into the centennial march as, much like the Parade, she ties together years of Macy\u2019s history with new imagery meant to excite fans for this milestone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How do you hope Billie connects with and reaches audiences?<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image alignfull size-large\"><img decoding=\"async\" width=\"1024\" height=\"663\" loading=\"lazy\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw-1024x663.png\" alt=\"\" class=\"wp-image-21157\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw-1024x663.png 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw-300x194.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw-767x496.png 767w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw-278x180.png 278w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw-556x360.png 556w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw-1536x994.png 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw-890x576.png 890w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/10\/billie_brightpaw-2048x1325.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Billie is really about curiosity and adventure. We hope people see her as a character who brings a little extra wonder to Thanksgiving morning and gives families another reason to feel connected to the Parade this year. With the launch of Billie Brightpaw and Parade inspired collectables, fans can be inspired by her adventurous spirit every day outside of Parade morning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Macy\u2019s has had a few holiday mascots over the years, including a reindeer named Tiptoe. Will these former brand ambassadors be brought out to celebrate the 100th Parade?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Parade has always been a place where familiar characters and new faces come together in a way that feels very special to Thanksgiving morning. We\u2019re always thinking about how our stories and characters will resonate with fans, and often look back, bring back iconic characters reimagined for a new audience. Macy\u2019s Parade has such a rich history, it would be impossible to not take inspiration from the incredible moments of Parades past. It is always exciting to see characters who have resonated with audiences brought back to surprise them with those moments of delight and nostalgia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This year, we will even see the return of the iconic <em>Doodlebug<\/em>, a 101-foot drivable colorful worm named Dandelion, back for her 20th appearance in the Parade and in her third redesign. Fans will see a few familiar Parade and holiday favorites as part of the centennial celebration, so there will be some fun surprises to watch for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>And now for Macy\u2019s Parade trivia!<\/strong> <strong>Which character was the first to receive a balloon or float in the Parade?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first balloon to be featured in the Macy\u2019s Thanksgiving Day Parade was Felix the Cat<em>,<\/em> in 1927, three years after the Parade\u2019s inception. Unlike the balloons you see today, Felix the Cat was carried on sticks rather than long balloon strings. A replica of the original balloon, which debut in 2016, will be featured in the Parade this year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Which mascot has been in the most Parades?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Snoopy is our longest running character balloon. Since 1968, Snoopy has soared as an astronaut, ice skater, millennium reveler and Beagle Scout.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This year, we will debut a new <a href=\"https:\/\/www.macys.com\/s\/parade\/lineup\/#category-balloons:joe-cool-and-woodstock\">Joe Cool and Woodstock<\/a> balloon, continuing one of the Parade\u2019s longest-running traditions and marking the character\u2019s 45th flight in this year\u2019s 100th march.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Which mascot has not been in the Parade yet, but you\u2019d love to see a balloon or float made for them? (Personally, I think Carvel\u2019s Fudgie the Whale deserves a spot!)<\/strong> &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our team is constantly looking at characters both iconic and new that are instantly recognizable and can be enjoyed by the wide array of fans who tune in each year. Our team is already looking ahead to the 101st Parade, and we\u2019re excited to share more when the time is right.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How does Macy\u2019s plan to make this year\u2019s centennial Parade event one of its most memorable?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For the 100th Parade, the goal is to honor the history people love while giving viewers something new to look forward to. That includes new takes on beloved characters like Sorcerer\u2019s Apprentice Mickey and Joe Cool and Woodstock, along with the return of favorites from past Parades, including Underdog for the first time since 1984.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019re also bringing together several iconic characters on the <em>Macy\u2019s All-Stars<\/em> float, which is our way of celebrating how many generations have grown up with this Parade. And beyond the Parade route, we\u2019re giving fans more ways to engage with the celebration through capsule collections inspired by the Parade\u2019s legacy and some of its most recognizable imagery.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Tune in to watch the Macy\u2019s 100<sup>th<\/sup> Thanksgiving Day Parade, airing Thursday November 26, 2026, at 8:30 AM EST on NBC and streaming on Peacock.<\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Image Credits: Macy\u2019s<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We caught up with Brendan Kennedy, Director of Creative Production at Macy\u2019s Studios, to learn all about Billie and the hidden winks to Macy\u2019s history that make up Billie\u2019s look.<\/p>\n","protected":false},"author":7,"featured_media":21154,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-21150","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Meet Billie Brightpaw, the New 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