In 1966, England hosted the World Cup in a climate of football fever, created in part by the much-loved English mascot 'World Cup Willie'.

The final took place at Wembley on 30 July. The Germans took an early lead, but then Geoff Hurst and Martin Peters came ahead of England, only for Germany to equalize in the dying minutes of the game. In extra time, Geoff Hurst scored twice - the first goal was controversial, it looked like the ball had not actually crossed the line, but the goal was given. The other was a striker dream and came with only a few seconds to go. The commentator described the scene and said "They think it's over, it's now" when the ball hit the back of the net. Captain Bobby Moore and manager Alf Ramsey were heroes in England after the decisive 4-2 victory.

The World Cup Willie mascot was everywhere in the summer of 1966. The little cartoon lion with a Union Jack vest became the nations' favorite icon. The television and radio company 'Phillips' used the mascot to advertise their range of electrical goods with the slash line 'Watch and listen with the world championship Willie on Phillips radio and television'. Nabisco, the food and beverage company, adorned packages of cereal 'Shredded Wheat' with the world championship Willie mascot and produced a world championship jigsaw. Watney Mann, a British brewer, produced his own special 'World Cup Pale Ale', available in two sizes, presumably to cater for extra time.

In 2010, the range of England's merchandising is growing all the time as fans are delighted to celebrate their team appearing in the final. Times have changed since 66, as it is now possible to buy an England 'i-pod docking station'. More general England merchandise includes player montage posters, England graffiti quilts, England dog collars and cords, an England shirt for your pet (home and away) and even an England bean bag. There are a number of England flag toys that chant football songs and wave scarves and tan England lion stuffed animals, available in many sizes. https://www.ballinsight.com/%e0%b8%99%e0%b8%b1%e0%b8%81%e0%b9%80%e0%b8%9...

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The World Cup Willie mascot was everywhere in the summer of 1966. The little cartoon lion with a Union Jack vest became the nations' favorite icon. The television and radio company 'Phillips' used the mascot to advertise their range of electrical goods with the slash line 'Watch and listen with the world championship Willie on Phillips radio and television'. Nabisco, the food and beverage company, adorned packages of cereal 'Shredded Wheat' with the world championship Willie mascot and produced a world championship jigsaw. Watney Mann, a British brewer, produced his own special 'World Cup Pale Ale', available in two sizes, presumably to cater for extra time.