Why big tech is betting on cute mascots

Chris Marshall Business reporter Microsoft Microsoft says its Mico character is "expressive, customizable and warm"Some of the world's biggest and most powerful brands are attempting to be more cute and cuddly.

Tech giants Microsoft and Apple are among a wave of businesses who have recently introduced new cartoon character mascots, a tactic experts say is often used to make a brand seem more human and friendly, and to build a stronger connection with customers.

Apple's character, a blue and white figure with an outsized head, has become unofficially known as Little Finder Guy. Introduced in March in social media videos to promote a new laptop, it has gained some positive coverage.