DC Thomson and The Beano will partner with London’s St. Pancras International for a 13-week takeover leading up to the Christmas season.

Starting this month, characters such as Dennis the Menace and others from “The Beano” will take over the iconic London station for 13 weeks bringing pranks and fun to millions of travelers and visitors, in promotion of upcoming The Beano 2015 annual.

The cover of The Beano Annual 2015 shows Dennis the Menace and Gnasher against a backdrop of St. Pancras International.

Commuters will be able to step into the world of “The Beano” and celebrate the launch of the annual with an extensive experiential marketing campaign that features an exhibition covering the history of the annuals, iconic Beano lettering, character appearances and workshops with artists.

The station concourse will have new graphics with seasonal decorations and, as Christmas approaches, the Christmas tree will have some of The Beano magic as well.

“A new Beano annual is always an event, and each year we create all new content and have more pages than many other annuals in the market,” says Tim Collins, head of brands, DC Thomson. “The 2015 annual looks fantastic, and we have every confidence that it will be a massive hit again this Christmas. There is a huge affection for this iconic brand in the U.K. and after more than a year in the making, we’re really excited to be able to finally unveil this exclusive partnership with St. Pancras International to support the nation’s favorite annual. A popular travel and shopping destination, the station sees thousands of children and families visit the station every day, so it’s a real privilege to be able to offer a unique Beano experience for young and new fans of all ages at such a key period.”