Tiger Cub Will Help Launch Uniroyal Tiger Paw Touring All-Season

Posted on May 7, 2019
A half-century after the Uniroyal Tiger’s first appearance, the mascot has a new name and style. 
A half-century after the Uniroyal Tiger’s first appearance, the mascot has a new name and style. 

Royal, a tiger cub wearing a crown and sitting inside a Uniroyal tire, is the Uniroyal brand's new mascot. It will help introduce the Tiger Paw Touring All-Season tire to consumers in June.

The symbol of a tiger has long been associated with Uniroyal. In the 1960s, the brand introduced the Tiger Paw line of tires, and a cartoon tiger starred in Uniroyal ads. Tiger Paw tires were the original tires on the Pontiac GTO during that era.

The Tiger Paw line of tires still represents a large segment of Uniroyal’s portfolio.

The new icon was created just ahead of the largest product launch in the brand’s history: The Tiger Paw Touring All-Season will be available to consumers in June.

"The tiger is reliably strong and protective, as are Uniroyal tires," said Olivia Le Meur, Uniroyal brand director, Michelin North America Inc. "For more than 50 years, the tiger has been associated with our tires. As we have our biggest product launch in history this year, we want a brand mascot that can help tell our story."

Artist Jared Emerson was commissioned to reimagine Royal the tiger. A series of images shows Royal as a tiger cub -- a nod to the brand bringing value to families.

The tiger’s name, Royal, is also a link to the brand’s heritage. The U.S. Royal brand was the predecessor to Uniroyal and has remained a Uniroyal trademark for decades. The new icon features a crown to emphasize the tiger’s symbolic name.

Consumers will regularly see Royal in various settings and poses as the brand launches more than 100 sizes of the Uniroyal Tiger Paw Touring A/S in 2019. To see more images of Royal, visit

Related Topics: mascot, Olivia Le Meur, passenger tires, Uniroyal Tire Paw Touring All-Season

Comments ( 0 )
More Stories
All Jaguar E-Type models sold by Eagle E-Types will sport Vredestein high performance tires.
News Apollo Vredestein Partners with Jaguar E-Type Supplier

Vredestein high performance tires will be fitted on Jaguar E-Type vehicles sold by Eagle E-Types, a company that sells original and restored E-Type models.

High end vehicles are the norm at Sports Car Tire in Wilmington, Del. The business offers tire and wheel service from three bays, but also manages a wholesale business and wheel repair shop on its property, which encompasses a full city block.
Article Spotting Damaged Wheels Boosts Profits

Expertise and service count at Sports Car Tire in Wilmington, Del. “We’re known as the fixers,” says Chris Misero, operations manager of the business.

News Florida Jiffy Lube Franchisees Add 2 More Stores

South Bay Lube Inc. has added two more locations to its Jiffy Lube Multicare franchise in Florida, giving owners Jason Thomas and Leif Oskarsson 31 locations in the state.

Be the First to Know

Get the latest news and most popular articles from MTD delivered straight to your inbox. Stay on top of the tire industry and don't miss a thing!