Dallas-Fort Worth, Texas — A newly launched company is entering the cheer, dance, and mascot industry with a focus on structured mascot development as part of program branding and engagement strategies.
Mascots Of America™ announced its official launch this week, offering services that include mascot design, performer training, merchandise development, and event integration. The platform is intended for All-Star cheer and dance programs, as well as other organizations interested in expanding their brand presence through mascots.
Founded by Kevin Jones, the platform is designed to introduce a more structured and scalable approach to mascot use, particularly in environments where mascots have not traditionally been central to operations.
Programs today are competing not just on performance, but on identity,” Jones said in a statement. “Mascots can play a role in how organizations connect with their audiences and build recognition.”
Mascots are widely used across traditional sports, entertainment, and live events as tools for audience interaction and brand visibility. Their role in All-Star cheer and dance has been less consistent, with some programs incorporating them into competitions and community events, while others have not adopted them.
Mascots Of America™ is positioning its services as a way to formalize that approach. Offerings include custom mascot creation, training camps for performers, and consulting on how mascots can be integrated into competitions, community outreach, and marketing strategies.
The company also plans to introduce mascot-focused competitions and conferences, though details regarding format, participation, and judging have not yet been released.
Mascots Of America™ emphasizes that mascot-based branding can support retail opportunities through apparel and accessories. While this model is well established in professional and collegiate sports, its application within cheer and dance, and similar youth-focused industries, is still developing.
Industry adoption may vary based on program size, resources, and priorities. Establishing a mascot program requires investment in performer training, brand consistency, and operational planning. For some organizations, particularly smaller programs, those factors could influence feasibility.
At the same time, the launch reflects a broader trend across sports and performance-based industries. Organizations are placing increased emphasis on brand identity, audience engagement, and diversified revenue streams alongside performance outcomes.
As programs continue to explore new ways to connect with audiences and expand their reach, Mascots Of America™ introduces a structured approach to mascot development that may influence how branding evolves across cheer, dance, and similar industries.
Contact info@mascotsofamerica.com to get your mascot brand started.
