Characters provide a touchpoint of humanity for the customer or user to relate to, facilitating interaction. Incorporating one into a media campaign or as a company mascot is a great way to interject emotion into a product or service that may not initially evoke the warmest feelings. Tech, insurance, tire sales, anyone?

When characters are included on packaging, they encourage imagination! Showing ways to play with the product in multiple ways in addition to any photographic imagery. I've often produced value by adding a little entertainment to a package, digital ad, or an email campaign.