‘Mr. Bean’ Turns 30 and Heads to China

Endemol Shine China, part of the Endemol Shine Group, has revealed its latest brand licensing initiative to bring globally beloved IP “Mr. Bean” to the region via local agency Medialink Limited.

Celebrating its 30th anniversary in 2020, “Mr. Bean” will be introduced to China via categories such as experiential, apparel and toy partnerships, among others.

“Mr. Bean” has reached more than 100 million fans in 200 territories and recently topping 6.5 billion views on YouTube and 87 million fans on Facebook.

“‘Mr. Bean’ represents the unforgettable childhood memories of several generations around the world; hence, we believe this partnership offers great potential for merchandising and experiential activities,” says William Tan, managing director, Endemol Shine China. “Expanding our business in these areas has been one of Endemol Shine China’s priorities since we ventured into the brand licensing business. We are excited to partner with Medialink, whose great enthusiasm and high professionalism bring new elements to the classic character. A series of new products are expected to be released shortly.”

Broadcast on China’s largest children’s channel CCTV-14, both seasons (104 episodes) of “Mr Bean: The Animated Series” is currently playing across linear channels throughout China, Hong Kong and Macao.