Bulldog Licensing, appointed to manage UK licensing for Mr Bean, announces first deal

Independent licensing agency Bulldog Licensing, which has been appointed by brand owner Banijay Kids & Family as UK and Ireland licensing agent for Mr Bean, has announced a major new licensee signing for the iconic comedy character.

Whitehouse Leisure International and its sister company Posh Paws International, will be producing Mr Bean plush for both the retail and amusement/leisure sectors, as well as designing and producing a range of Mr Bean novelty key chains and mugs.

Both ranges will be inspired by a character that has been wildly popular for nearly 35 years in live action and animated formats, both on TV and in films.

Available from spring 2025, across online, toy & gift stores, amusement, leisure and entertainment destinations, the Mr Bean plush and novelty items will be aimed at all ages, reflecting the appeal of the character to all generations.

Whitehouse Leisure is the leading manufacturer and distributor of amusement and redemption products across UK, Europe and the Middle East, renowned for its impressive product catalogue of licensed and trending own-brand products for the amusement and leisure sector. Posh Paws is a leading manufacturer and distributor of licensed and own-brand plush toys and gifts across the UK, with a wide distribution base ranging from local toy and gift shops to high street and online retailers.

Co-created by Rowan Atkinson and Richard Curtis, Atkinson describes the character as “a child in a grown man’s body”, Mr Bean tries to solve apparently minor problems presented by everyday tasks and often causes major, and hilarious, disruption in the process.

The visual and often non-verbal comedy that drives the character has ensured there have been no language barriers to a success that has brought Mr Bean high awareness and enormous popularity in close to 200 countries and a staggering online presence that has attracted more than 19 billion lifetime views on YouTube and made it the biggest Facebook page in the world for a film and television character.

Bulldog Licensing will be building on Mr Bean’s existing licensing presence and pursuing new and expanded opportunities in kids’ and adults’ markets, focusing on both the iconic original series and the highly popular animated series.

Imagery from both live and animated formats will inform a licensing campaign which will target multiple categories including (to name only a few) homeware, stationery, t-shirts, toys, collectables, bags and greeting cards.

Since 1990 the show has gone from 14 live action episodes to a globally renowned brand with over 30 years of continuous distribution. The Mr Bean live action show launched in 1990 to great acclaim, winning a number of international awards. By 1995 it had inspired the first of two movies. The animated series launched in 2002. Today the brand needs little introduction, boasting fans of all ages.

The latest animated series (produced by Tiger Aspect Kids & Family), series 4, launches in 2025, executive produced and voiced by Rowan Atkinson and will air on ITVX and Warner Brothers Discovery in the UK.

Lauren Shipman, Group Brand & Marketing Director, says: “We are excited to work with an internationally known, instantly recognisable character with cross-generational appeal. The humour and imagery that is associated with Mr Bean is also ideal for toys, gifts and novelties that we are certain will be popular with both our retail and leisure customers”.

Roubina Tchoboian, Head of Global Licensing, Banijay Kids & Family says: “Mr Bean is a global phenomenon which is instantly recognisable just about everywhere and with a new animated series on the way, the brand continues to go from strength to strength. Bringing in the expertise of Bulldog, we have an ambitious licensing programme that is perfectly timed for our existing fanbase and a whole new generation of fans – and we’re thrilled to welcome these deals with two leaders in their fields”.

Bulldog MD Rob Corney adds: “Mr Bean has been enormously popular from his very first appearance in 1990 to the present day and this high level of awareness will drive an expanded licensing campaign that will be very popular with consumers of all ages. Whitehouse Leisure and Posh Paws International have been quick to build on the brand’s massive appeal and many other potential licensees are already showing a strong interest in this unique brand. We’re thrilled to be working with these leading names in toys and gifts and looking forward to bringing this classic character to many new categories”.

Heathside Trading and OddBalls join growing licensing programme for beloved brand

Leading licensing agency Bulldog Licensing, which represents Sesame Street in the UK on behalf of the global impact non-profit Sesame Workshop, has announced two new deals for the much-loved brand as Sesame Street continues to grow its presence on screen, on digital platforms and at UK retail.

Heathside Trading and OddBalls are the latest partners to join the fast-growing Sesame Street licensing campaign.

Heathside Trading, which specialises in branded toys and games, collectibles, drinkware and gifts, will be producing a wide range of Sesame Street gifts and novelties, including mini figures, 2D keychains, 3D bag clips, drinking bottles, bobblehead figures and die cast figures.

Aimed at children and parents, and multi-generational Sesame Street fans, the line will be launching at gift shops, toy shops and online, in a deal brokered on behalf of Heathside by Kirsty Guthrie of KJG Limited.

OddBalls, a major name in underwear design, sportswear, clothing and accessories, will be producing Sesame Street underwear and pyjamas for both children and adult fans.  The new range will be launching through multiple online outlets, including Amazon and myoddballs.com.

Both of these new lines will employ designs inspired by Sesame Street’s colourful characters, along with the brand’s positive messages about laughter and learning engaging fans of all ages while delivering on its mission to help children grow smarter, stronger and kinder.

Sesame Street is a key focus for Bulldog in the UK. Working on behalf of Sesame Workshop, the agency has announced numerous deals for Sesame Street as it continues to grow its presence at UK retail. These two latest deals, join Just Play’s master toy programme and a rapidly growing pre-school licensed product range at all major retailers. Sesame Street also has strong nostalgia appeal,  inspiring successful ranges of apparel, badges, embroidered patches and more.

This strong retail and licensing performance comes at a time when Sesame Street programming is enjoying a hugely successful and growing broadcast and digital reach on Amazon Kids+, Tiny Pop, Channel 5’s Milkshake! pre-school programming block, and a YouTube channel attracting an incredible 94 million annual views in the UK and Ireland, as well as a strong social media presence.

Max Nelson from Heathside Trading, says: “It’s amazing to think that four  generations have grown up with Sesame Street’s wonderful characters and positive messaging and that it continues to delight new fans. We’re thrilled to be part of the Sesame Street licensing programme and have no doubt that our range of brand-inspired gifts and novelties  will find a ready and enthusiastic reception from fans of all ages.”

Matthew Gibson, head of partnerships & licensing, OddBalls, says: “Laughter, learning, beloved characters and  iconic imagery are what Sesame Street has been about for over 50 years and still is about today. It’s an evergreen brand that always appeals. We’re thrilled and privileged to be bringing our expertise on apparel design and manufacture to this collaboration with Sesame Street.”

Bulldog MD Rob Corney adds: “So many licensees respect and admire the Sesame Street brand – most of them grew up with it and it’s now a hit with their kids! It’s no surprise that it has attracted such leaders in their fields as Heathside Trading and OddBalls, both of which have excelled themselves in bringing this loved and admired property to appealing ranges of gifts and apparel.”