Reg Hoye was a freelance illustrator who first started working with Walter Tuckwell in 1956. Walter had acquired the merchandising licence for Enid Blyton and asked Reg to illustrate a new book Bom the little toy drummer. This proved succesful with Reg illustrating the rest of this series until 1963. 

In 1965 Walter Tuckwell had been put in charge of merchandise licensing for the 1966 World Cup.

A new insignia of the Jules Rimet trophy on a Union Jack had been created but

 Walter felt they would get more interest if they had a mascot. Reg Hoye came up with the design which overnight turned Reg into something of a celebrity such was the popularity of his design. He originally came up with four designs - a boy and three different lions.

As Reg was freelance he was paid a one off fee for the design.

Reg became much in demand and amongst his work created a Polar Bear logo for London Zoo and Fred the Red for Manchester United a small red devil character who had a similar look to

World Cup Willie.

Reg passed away in 1987 and had created a large body of work but it is for World Cup Willie

that he will be chiefly remembered.

Reg's son Leo wearing his A. A. Embroidery tracksuit and holding the Pedigree and Kleeman versions of 

World Cup Willie

Photos this page © Leo Hoye