The deals include partnerships with Covell Publishing for artwork prints, RMS International for pocket money toys, Texco for bedding and home textiles and Practical Publishing International for covermounts and crafting patterns. Alongside the new licenses, KeCo has agreed to launch a new meal box campaign this summer. Campaign boxes will include an activity sheet and Beano promotional products.
“One of the longest-running and most successful children’s brands is stronger than ever, and these new deals add to a well-established licensing program for Beano,” says Rob Wijeratna, joint managing director, Rocket Licensing. “We’re delighted to welcome these major names on board across some exciting new categories, and are looking forward to maximizing the potential of this brand further going forward.”
Rocket Licensing’s deals come following last year’s announcement that it would serve as Beano Studio’s agency in the U.K.