Beano Inks a Raft of New Deals

Beano has announced five new licensing deals for the U.K. and Ireland. The deals, secured by Rocket Licensing, span categories including apparel, games, health and beauty, food and beverage and partyware.

“2019 was an incredibly busy and successful year for Beano, with a fabulous calendar of consumer products deals, marketing initiatives and campaigns,” says Rob Wijeratna, joint managing director, Rocket Licensing. “It’s great to be able to start 2020 with the same momentum, and five new best-in-class licensing deals for the brand, as we look ahead to a big celebration year in 2021. Beano continues to capture the hearts of the British public and offers a huge depth of content for great consumer products partnerships.”

On board for a new range of paper partyware, Smiffy’s will be offering a myriad of products including paper plates, bowls, cups, napkins and straws, as well as paper decorations and bunting to complete the Beano party setup. The range will be sold across the high street, grocery, independents and online.

Growing the offering in games and puzzles, Rocket has teamed up with Rachel Lowe to create a collection of puzzles, board games and card games. Product will be developed to appeal to the adult gifting market.

Beano confectionery in personalized packaging will be created by Great Gifts. The gifting lines are set to include gift boxes, jars and advent calendars and will launch across retail later this year. 

H&A will also be developing a range of Beano products to include everyday essentials, play cosmetics, health and beauty accessories and hair care. These will be targeted at both boys and girls and will launch into high street retail during fall/winter 2020.

In licensed apparel, Park Agencies will support the brand, with adult and kids tees and sweats currently in development to launch into high street and online retail.

These new deals take place in the run up to Beano character Dennis’ 70^th birthday in 2021, for which Beano Studios and Rocket Licensing are planning a raft of celebrations, partnerships and new product launches.

“Adding five new partners to our licensing program shows huge momentum as we build up to Dennis’ 70th birthday next year,” says Angeles Blaco, director, global licensing, Beano Studios. “We plan to continue this, adding more partners to bring Beano products to more fans across the globe.”