'Justice for the Cardvaark 😤' - MTA Twitter account on January 6, 2022. Look back on the wondrous life and death of the MTA's proposed mascot that was intended to sell MetroCards.
By far the most fascinating, confusing, inspirational, and mysterious would-be mascot—and the closest we've come to having a true representative to our subways—briefly came into being 27 years ago. It seems fitting that with the launch of the new, whose monochrome "just tap and go" campaign has been plastered all around our trains lately, we should look back at the campaign to introduce the MetroCard, and the MetroCard mascot who almost became a New York legend: Cardvaark.
, who wrote a transit column for Newsday in the early '90s, and became the unofficial chronicler of Cardvaark.project into the subways , and it seems he had a creative side as well: "In the same spirit of being light and poetic, I think he thought of himself as a bit of a poet, and he thought it would be fun to have a mascot for the new MetroCard," Henican told Gothamist. "And I believe that he dreamed up the name 'Cardvaark.
One veteran transit reporter who wanted to remain anonymous, and who was working at a rival publication at the time, told Gothamist, "I could not believe they actually thought this was a good idea. It was funny looking and had nothing to do with the subway. Nothing. It seemed like it was a joke, but when I spoke to folks I quickly learned it was no joke."
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