Bulldog Licensing to Manage U.K. Licensing for Beano
Bulldog will build on Beano’s existing licensing footprint and pursue new and expanded opportunities in kids’ markets.
Independent licensing agency, Bulldog Licensing, has been appointed as U.K. licensing agent for Beano.
The appointment was unveiled recently as the licensing industry gathered for the 25th-anniversary edition of Brand Licensing Europe (BLE) – and as U.K. comic fans celebrated National Comic Book Day on Sept. 25.
Bulldog’s stand at BLE included a dedicated display unit showcasing the Beano comic, which was given out to visitors at the stand and show entrances. Dennis and Gnasher also made an in-person appearance at the show during the characters parade.
Beano, the world’s longest-running weekly comic, was first published in July 1938 and continues to be produced weekly at its original headquarters in Dundee and printed in the U.K.
The strong brand recognition has boosted a growing licensing list that ranges from gifts, cards and dress-up to toys, jewelry, plush, fashion bags, books and more. Beano is also a popular choice for promotions and events, collaborating with major names such as Ocado, Netflix and Kew Gardens, as well as shopping destinations and family-focused events.
Bulldog Licensing will be building on Beano’s existing licensing footprint and pursue new and expanded opportunities in kids’ markets. It will also be targeting new opportunities in adult markets, where Beano enjoys strong awareness among many generations.
Along with exploring opportunities for 2025, there’s also the task of building toward Dennis’s 75th anniversary in 2026.
The strong interest Beano attracted at BLE from existing and potential partners underlines the continuing popularity of the brand at retail and the many opportunities available for a licensing campaign, supported by a well-established and extensive range of style guides and assets.
“Beano is both an iconic name for adults and a popular modern kids’ brand, making it a winning proposition for licensing partners and retailers alike,” says Rob Glenny, head of commercial and business development, Beano Studios. “We’re delighted to be working with Bulldog to develop a brand that resonates across and continues to delight kids and families today.”
“Beano is a brand like no other,” says Sophie Yates, brand manager, Bulldog. “It’s a part of comic history and the childhoods of many generations, whilst remaining up to date and loved by millions of today’s kids. It offers numerous opportunities for licensing growth across multiple categories and age groups – as the strong interest it attracted at BLE indicates. We are looking forward enormously to building on the existing licensing program for this iconic brand.”
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