Bulldog launches its partnership with iconic kids’ brand at BLE 2024
Independent licensing agency Bulldog Licensing has been appointed as UK licensing agent for Beano, one of the best-known and most recognisable brands in children’s entertainment.
With superb timing, the appointment was unveiled recently as the licensing industry gathered for the 25th anniversary edition of Brand Licensing Europe – and as UK comic fans celebrated National Comic Book Day on 25 September.
Bulldog’s stand at BLE included a dedicated display unit showcasing the Beano comic, which was given out to visitors both on the stand and at the show entrances. Dennis and Gnasher also made an in-person appearance at the show, during the much-loved 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 UK. In addition to a healthy comic circulation – a Beano is sold every 7 seconds, Beano holds the top spot for annuals in 12 out of the last 14 years and reaches millions of fans on its digital network, most notably the award-winning site Beano.com, as well as YouTube and the Beano app on Amazon Kids+.
This strong brand recognition has boosted a growing licensing list that ranges from gifts, cards and dress-up to toys, jewellery, 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. Importantly, it will also be targeting new opportunities in adult markets, where Beano enjoys strong awareness among many generations.
And that’s not all. As well as exploring opportunities for 2025, there’s also the exciting task of building towards Dennis’ 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.
Rob Glenny, Head of Commercial & Business Development, Beano Studios says: “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. We’re delighted to be working with Bulldog to develop a brand that resonates across and continues to delight kids and families today.”
Bulldog Brand Manager Sophie Yates adds: “Beano is a brand like no other. 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 programme for this iconic brand.”