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Le Mars Today
By the People, for the People
Blue Bunny Unveils Redesigned Mascot
Iconic ice cream brand refreshes its classic blue-furred character after over 70 years.
Apr. 16, 2026 at 12:56am
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Blue Bunny's iconic mascot gets a fresh, modern makeover as part of the brand's broader reimagining.Le Mars TodayWells Enterprises, the company behind the Blue Bunny ice cream brand, announced a major redesign of its iconic blue-furred mascot on Wednesday. The new look for the Blue Bunny character is part of a broader brand reimagining for the company, which was founded in Le Mars, Iowa over 70 years ago.
Why it matters
The Blue Bunny mascot has been a beloved part of the brand's identity since its inception, so any changes to this recognizable character are sure to generate interest and discussion among the company's loyal customer base. As consumer tastes and expectations evolve, iconic brands must carefully balance nostalgia with modern sensibilities when refreshing their visual identities.
The details
Wells Enterprises has unveiled seven different Blue Bunny logo designs over the decades, but this latest reimagining marks the first major overhaul of the actual mascot character. Details about the specific changes to the Blue Bunny's appearance have not yet been released, but the company promises the new design will 'modernize and elevate' the classic character.
- Wells Enterprises announced the Blue Bunny mascot redesign on April 16, 2026.
The players
Wells Enterprises
The company that owns and operates the Blue Bunny ice cream brand, founded in Le Mars, Iowa over 70 years ago.
What’s next
The company plans to unveil the new Blue Bunny mascot design to the public in the coming weeks, along with details on how the character will be integrated into Blue Bunny's marketing and branding efforts moving forward.
The takeaway
Blue Bunny's mascot redesign highlights the challenges iconic brands face in keeping their visual identities fresh and relevant while preserving the nostalgic elements that have made them beloved over generations. The success of this relaunch will depend on Wells Enterprises' ability to balance tradition and modernity in a way that resonates with both longtime and new customers.
