Four Square is a chain of supermarkets in New Zealand that was founded by John Heaton Barker. It has 230 stores throughout New Zealand, mostly in small towns.
During the 1950s the Foodstuffs advertising department designed the famous Mr Four Square, Four Square's mascot. He initially appeared only in newspaper advertising and posters, but was developed to become part of the Four Square identity; appearing in every Four Square stores and eventually becoming a nationally recognised icon in New Zealand, remaining famous to this day.
Mr Four Square is seen always in the same pose with no or little variations. Creating a range of other poses allows the character to show more of his personality and engagement with customers - that creates an opportunity for even the design of merch items to keep the Kiwiana icon alive for longer.