"Moe" characters utilization in Japan

In the recent Japan, "Moe" characters have been utilized in various fields. 
"Moe" character means primarily cute girl anime character. 

Photo is the official character of the Kyoto Gakuen University. 
Her name is "Uzumasa Sono." "Uzumasa" has been named after the location of the campus. 
It is not limited to schools, companies, municipalities, various organizations are taking advantage of "Moe" characters.