Bulldog Licensing has been appointed as the UK licensing agent for Beano, and will be looking to further build on its existing footprint, as well as pursuing new and expanded opportunities in kids’ markets.
The company revealed the news last month at Brand Licensing Europe, with its stand at the show including a dedicated display unit showcasing the Beano comic, which was given out to visitors both on the stand and at the show entrances, marking National Comic Book Day on 25 September.
First published in July 1938, a Beano is sold every seven seconds and it holds the top spot for annuals in 12 out of the last 14 years.
The strong brand recognition has boosted a growing licensing list that ranges from gifts, cards and dress-up through to toys, jewellery, plush, fashion bags, books and more. It is also a popular choice for promotions and events, collaborating with major names such as Ocado, Netflix and Kew Gardens, as well as shopping destinations and family-focused events.
Bulldog Licensing will be building on Beano’s existing licensing footprint and pursue new and expanded opportunities in kids’ markets. Importantly, it will also be targeting new opportunities in adult markets, where Beano enjoys strong awareness among many generations.
As well as exploring opportunities for 2025, there’s also the task of building towards Dennis’ 75th anniversary in 2026.
“Beano is both an iconic name for adults and a popular modern kids’ brand, making it a winning proposition for licensing partners and retailers alike,” commented Rob Glenny, head of commercial and business development at Beano Studios. “We’re delighted to be working with Bulldog to develop a brand that resonates across and continues to delight kids and families today.”
Sophie Yates, brand manager at Bulldog Licensing, added: “Beano is a brand like no other. It’s a part of comic history and the childhoods of many generations, while remaining up to date and loved by millions of today’s kids. It offers numerous opportunities for licensing growth across multiple categories and age groups – as the strong interest it attracted at BLE indicates. We are looking forward enormously to building on the existing licensing programme for this iconic brand.”
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