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The Old Testament contains possible mentions of unicorns, and from there they have been incorporated into Western art and culture, surfacing at various times, including the Medieval period and the Renaissance. “They were considered as real in the ancient world by the Greeks – they appear in books of natural history, not books about the gods. “The unicorn has been popular at various points for at least 3,000 years,” says Dr Miles Leeson, director of the Iris Murdoch Research Centre and a lecturer in English literature. They come through a portal from a magic world, she added, to clarify matters.
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Actually some are boys she admitted, looking confused. It felt weird in that particular way that only gendered things can.
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The campaigners directed me to a Chad Valley Toys TV advert of a boy playing with a pink unicorn. Shoe horn: the mythical beast as fluffy slippers Unicorns are magical creatures and it’s easy to see their appeal, but we need to let girls know that it’s OK to find joy in lots of different things.” The craze for unicorns seems to be the latest aspect of princess culture, only ever seen on one side of the toy and clothes aisles. As a spokesperson for the campaign Let Toys Be Toys told me: “Often pink, purple or sparkly, unicorns are clearly marketed with girls in mind. I mean, it’s Miley Cyrus and Ariana Grande who dress up as unicorns, not Hillary Clinton or Christine Lagarde. Robin is growing up in the age of unicorns – and I don’t know how I feel about that. But Davidson couldn’t have been more wrong.
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When Scottish Tory leader Ruth Davidson told the Conservative Party Conference a fortnight ago that people “tire of being offered free unicorns”, it was a put-down to Jeremy Corbyn’s policies. A unicorn is also an elusive or unobtainable woman – or a bisexual woman depending on your source. Now a unicorn can be a start-up business valued at more than $1bn. The values of a unicorn – as rare and magical – have seen the word used in various connotations. Fashion designer Thom Browne even sent one down his catwalk last month. In beauty, you get unicorn hair, unicorn nails and you can buy glittery body gel called Unicorn Snot if you want to.
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Starbucks launched the Unicorn frappuccino this year and rainbow-hued unicorn toast and cakes are a major food trend. The unicorn inflatable was the hit beach accessory of the summer. And they’re cantering into wider popular culture, too. If you’re a kid, unicorns are ubiquitous. Unicorns no longer have to be lured from magical forests by pure maidens – they’re everywhere
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The show’s mentor is Ubercorn – a disco-loving unicorn with a voice like Barry White and a brain full of “funky facts”. Also on TV is CBeebies show Go Jetters (number one in the UK ratings, with over 10m viewers on linear TV). It launches on Cartoon Network later this year. Photograph: De Agostini Picture Library/Getty Imagesįrom the 2014 Oscar-nominated Lego Movie, the only character to get her own spin-off show is Princess Unikitty, the pink ruler of Cloud Cuckoo Land. Renaissance figure: the unicorn depicted as a tamed creature with a virgin in a 17th-century fresco. The main star is Pegasus/unicorn cross Princess Twilight Sparkle. My Little Pony: The Movie, starring Emily Blunt and Zoe Saldana, is out in UK cinemas next week. The My Little Pony franchise had been through various makeovers since it launched in 1982, but the current incarnation – My Little Pony: Friendship is Magic – made more than $1bn in 2015. TV and films are also overrun by unicorns.
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“I think Instagram is the biggest contributor – like avocado in the food world, unicorns are perhaps the most ‘Instagrammable’ of all creatures.” With #unicorn at 7m posts and counting, she’s not wrong. Aisling McKeefry, head of womenswear non-clothing design at Asos, says that social media is a huge factor in the spread of this mythical beast. Kellogg’s has just launched Unicorn Froot Loops – their tagline: The Magic Has Landed.
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Currently Paperchase’s windows suggest you “Be More Unicorn”, a slogan for a stationery collection that runs to snow globes and rucksacks. At H&M you can buy a T-shirt for the Unicorn Fan Club. Topshop has unicorn headbands, pyjamas and nail polish.