Beano draws five new licensees

Games, apparel, confectionery and more will hit stores in the run up to Dennis’ 70th anniversary next year, in raft of deals secured by Rocket Licensing

Written by Rhys Thomas

Posted 26.03.2020 | Entertainment

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Dennis and the rest of the Beano cast will feature on a host of new products though a raft of new licensing deals for the property secured by Rocket Licensings.

On board for a fun new range of paper partyware, Smiffy’s will be offering a variety of products including paper plates, bowls, cups, napkins and straws, as well as paper decorations and bunting to complete the Beano party set-up.

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 for Dennis and his Beanotown friends. Product will be developed to appeal to both the adult gifting market and to kids, reflecting the cross-generational appeal of this classic British brand.

Beano confectionery in personalised packaging will also be created by Great Gifts, while health and beauty specialst H&A is developing a creative range of Beano play cosmetics, everyday essentials, health and beauty accessories and hair care, targeted at both boys and girls and launching into high street retail for autumn/winter 2020. Park Agencies is also supporting the brand with adult and kids tees and sweats.

“Adding five new partners to our licensing programme shows huge momentum as we build up to Dennis’ 70th birthday next year,” says Angeles Blanco, Director of Global Licensing at Beano Studios. “We plan to continue this, adding more partners to bring Beano products to more fans, young and across the globe.”

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

Rob Wijeratna, Joint MD, Rocket Licensing, says: “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.”


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