The mascot maker who brings characters to life

In this series, people from all walks of life offer an inside — often unfiltered — take on their livelihoods and what keeps them going in their jobs. In this instalment, hear from first-generation mascot maker Noorjahan Katu on what it takes to build a costume empire, as told to The Sunday Times.

- Sharon Salim Business Correspondent

Katu at Mascot Enterprise. Her company has created many mascots familiar to Singapore audiences, including Singa the Lion and the Kindness Cubbies from the Singapore Kindness Movement. It is also licensed to produce regional brand characters, ranging from Transformers, Snoopy and Garfield to My Little Pony.

(CHONG JUN LIANG)

I make sure that the mascots and costumes we create at Mascot Enterprise spark an instant emotional connection. Characters must come alive - that is the most important part of our industry.

I am 58 and have been doing this for 28 years. I have lost count - but we must have produced thousands of mascots by now. To me, a mascot must evoke a sense of wonder. It is about creating a feeling you cannot get any other way.

When mascot talents are inside a costume, comfort is key. In Singapore's heat, it is akin to being in a sauna wrapped in fur. That is why we are always innovating and exploring new technology.

In recent years, we have started building more inflatable mascots, which have air pumped inside the costume for better airflow and ventilation. They not only have built in fans but are also much lighter and more comfortable for the performer.

I find the most magical part of being in a costume is becoming the character. It is like method acting. Once you are dressed up and have different makeup on, people no longer recognise you - you can be whoever you want to be.

For our mascots, we also provide performers through what we call our "talent service". We train the performers to deliver the exact experience the client wants, so the mascot's personality comes through perfectly every time.

Mascot performers typically earn up to $200 a day for three to four performances.