Which famous bookstore chain's mascot is a bear named Maxwell that was created in the 1970s and has appeared in advertising and children's reading programs for decades?

Brand mascots have become iconic representatives of publishing houses and bookstore chains, helping to create memorable identities in the competitive literary marketplace. From animated characters that appear in commercials to illustrated figures that adorn bookmarks and shopping bags, these mascots have helped shape the visual storytelling of retail book brands. Test your knowledge about these literary retail mascots that have become cultural touchstones in the world of books and publishing.

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Barnes & Noble
Books-A-Million
Borders
Waterstones