Which famous bookstore chain's mascot was reimagined in 2014 from an elderly gentleman to a younger, more contemporary figure as part of a major rebranding strategy?

Brand mascots have become cultural icons in their own right, but did you know some have deep connections to literature? Publishing houses, bookstore chains, and literary products have created memorable mascots that have evolved alongside their brands. This trivia question explores one of the most interesting transformations of a literary brand mascot that helped revitalize its company's image and appeal to a new generation of readers.

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Barnes & Noble's 'Mr. Reader'
Waterstones' 'Bibliophile Barry'
Borders' 'Book Buddy'
Foyles' 'Frederick Fox'