Which in the case of Iwate is called "Wanko" (わんこ) meaning "small bowl", the one the mascot has as its head; the bowl is filled with soba noodles and the whole concept goes to a famous local dish.
As usually happens with mascots, especially in the provinces, they are used to promote pretty much anything.
(For a bigger version of these pictures both in color and black and white, check my "Japan Arekore" set on Flickr)
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