Bulldog Licensing – which has been appointed by Banijay Kids & Family as the UK and Ireland licensing agent for Mr Bean – has confirmed a key licensee signing for the classic comedy character.
Posh Paws International and its parent company Whitehouse Leisure International will be producing Mr Bean plush for both the retail and amusement/leisure sectors, as well as designing and producing a range of Mr Bean novelty key chains and mugs.
Available from spring 2025, across online, toy and gift stores, amusement, leisure and entertainment destinations, the Mr Bean plush and novelty items will be aimed at all ages, reflecting the appeal of the character to all generations.
The ranges will be inspired by a character that has been popular for nearly 35 years in live action and animated formats, both on TV and in films. Co-created by Rowan Atkinson and Richard Curtis, Mr Bean is described by Rowan as “a child in a grown man’s body”. Mr Bean tries to solve apparently minor problems presented by everyday tasks and often causes major, and hilarious, disruption in the process.
The visual and often non-verbal comedy that drives the character has ensured there have been no language barriers to a success that has brought Mr Bean high awareness and popularity in close to 200 countries, plus an online presence that has attracted more than 19 billion lifetime views on YouTube and made it the biggest Facebook page in the world for a film and television character.
Bulldog Licensing will be building on Mr Bean’s existing licensing presence and pursuing new and expanded opportunities in kids’ and adults’ markets, focusing on both the original series and the animated series.
Imagery from both live and animated formats will inform a licensing campaign which will target multiple categories including homeware, stationery, t-shirts, toys, collectables, bags and greeting cards among others.
“We are excited to work with an internationally known, instantly recognisable character with cross-generational appeal,” commented Lauren Shipman, group brand and marketing director at Posh Paws International. “The humour and imagery that is associated with Mr Bean is also ideal for toys, gifts and novelties that we are certain will be popular with both our retail and leisure customers.”
Roubina Tchoboian, head of global licensing at Banijay Kids & Family, continued: “Mr Bean is a global phenomenon which is instantly recognisable just about everywhere and, with a new animated series on the way, the brand continues to go from strength to strength. Bringing in the expertise of Bulldog, we have an ambitious licensing programme that is perfectly timed for our existing fanbase and a whole new generation of fans – and we’re thrilled to welcome these deals with two leaders in their fields.”
Rob Corney, md at Bulldog Licensing, added: “Mr Bean has been enormously popular from his very first appearance in 1990 to the present day and this high level of awareness will drive an expanded licensing campaign that will be very popular with consumers of all ages. Whitehouse Leisure and Posh Paws International have been quick to build on the brand’s massive appeal and many other potential licensees are already showing a strong interest in this unique brand. We’re thrilled to be working with these leading names in toys and gifts and looking forward to bringing this classic character to many new categories.”
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