Mr Bean heads to China for 30th birthday

New partnership with local agent Medialink Limited will expand the property into experiences, toys and apparel as part of next year’s anniversary celebrations

Written by Rhys Thomas

Posted 15.10.2019 | Entertainment

Mr Bean heads to China for 30th birthday thumbnail

Endemol Shine China, part of the Endemol Shine Group, today announced a new brand licensing partnership with Medialink Limited for its long-running IP Mr Bean.

The deal will see the local licensing agent explore brand licensing opportunities for Mr Bean in the Greater China territory, built around a three-pillar core of experiential, apparel and toys.

The deal comes ahead of the 30-year anniversary of Mr Bean in 2020, during which time the series has delivered iconic moments in TV history and reached a broad and diverse audience across 200 territories.

William Tan, Managing Director of Endemol Shine China, says: “Mr Bean represents the unforgettable childhood memories of several generations around the world, hence we believe this partnership offers great potential for merchandising and experiential activities.

“Expanding our business in these areas has been one of Endemol Shine China’s priorities since we ventured into the brand licensing business. We are excited to partner with Medialink, whose great enthusiasm and high professionalism bring new elements to the classic character. A series of new products are expected to be released shortly.”


There is strong appetite for Mr Bean product in China. Recently the country’s largest children channel CCTV-14 broadcast both seasons of the comedy hit Mr Bean The Animated Series – 104 episodes in total – bringing Mr Bean to a new generation in China, Hong Kong and Macao.

“Following our successful experience in classic brands, we are excited to work with Endemol Shine to celebrate Mr Bean’s 30th anniversary in 2020,” says Noletta Chiu, Executive Director of Medialink Group Limited. “We are keen to explore opportunities for launching exciting new products and collaboration in new areas in lifestyle, fashion and events.”

Alongside this deal, Endemol Shine China partnered with Zhejiang Education Publishing Group to launch a new series of Mr Bean comic books based on the animation in China earlier this month.


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