Staffy unveiled to showcase Staffordshire as the “nation’s playground”
The new year has brought a new four-legged mascot for Staffordshire to show off the county’s adventurous side to fun-seeking families and visitors.
While 2026 has only just begun, Staffordshire and Stoke-on-Trent Visitor Economy Partnership (LVEP) and the county council are already looking ahead to events later in the year – including the 10th anniversary of a county celebration.
Staffordshire Day is on May 1, showcasing the county’s attractions and heritage on the anniversary of the founding of the Wedgwood pottery company in 1759. At this year’s event new mascot Staffy – inspired by the beloved Staffordshire Bull Terrier dog breed – will take centre stage, starring in a sculpture trail across Stoke-on-Trent City Centre, Stafford and Tamworth.
Staffy was launched at a major tourism conference at one of the county’s attractions – Uttoxeter Racecourse – this month. The pup was brought to life with the help of award-winning Stoke-on-Trent animation studio Carse and Waterman, known nationally for their creative work.
Speaking at Wednesday’s Staffordshire County Council cabinet meeting (January 21), acting leader Martin Murray said the mascot aimed to help champion the county as the “nation’s playground”. He added: “Staffy the Staffordshire Bull Terrier will act as the region’s new tour guide as part of a three-year plan to grow our visitor economy, which is already worth £2.7bn.
“It was a great pleasure to be part of that show (at Uttoxeter Racecourse). Staffy is going to be a great launch on Staffordshire Day – May 1 – for all districts and local community groups.
“Let’s get activities happening throughout our county for our county’s day. It’s the 10th anniversary and Staffy will be across our county promoting us and highlighting our place branding for our county.
“Major highlights will be the new Staffy Trail, featuring a large-scale artist’s design of Staffy sculptures across the county which will encourage families and visitors to explore our town centres and support local businesses. The promotion of our county is one of our key priorities.”
The large-scale Staffy sculptures are set to be designed by local artists, with inspiration coming from ideas submitted by school children. Businesses and organisations will be invited to get involved too by sponsoring a sculpture or taking part in other Staffordshire Day activities.
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Arthur Barnard, Chair of the LVEP, said: “Staffy gives us a fun and friendly way to show the country why Staffordshire is the nation’s playground. We’re home to some of the biggest and best attractions in the UK, and our location makes us a natural gateway between major cities and airports.
“Staffy brings all of this together and will inspire more people to get out and explore.”
Staffordshire County Council is also gearing up to showcase the area’s economic opportunities at another annual event. Councillor Murray, who is also cabinet member for economy and skills, told fellow cabinet members on Wednesday: “We will again be attending UKREiiF (UK Real Estate Investment and Infrastructure Forum) this year as part of our joint delegation to promote our county on the national stage.
“UKREiif takes place in May and preparation is well underway to promote key investment opportunities, including Stafford’s Eastgate regeneration scheme, the A50/500 corridor and Chatterley Park. UKREiif and these type of events are attended by developers and investors who operate on the global stage.
“We will be doing all we can to secure further investment and growth within Staffordshire.”
