DC Thomson announces The Broons & Oor Wullie drive

By Katie Roberts

July 23rd 2010 at 10:24AM
DC Thomson announces The Broons & Oor Wullie drive

As part of the celebrations for the 75th anniversary, the firm will launch a licensing programme.

DC Thomson has announced that Scotland’s First Family and the nation’s Favourite Son – The Broons and Oor Wullie – are set to step out of the pages of their traditional home, The Sunday Post, into the hustle and bustle of the commercial world.

The Broons are to be licensed across a range of product categories including gifts, collectibles, stationery, clothing and housewares, music and entertainment, food and digital.

Licensing partners will be leading Scottish companies, brands and retailers who DC Thompson hopes will set a high standard for the long-term consumer products programme.

Martin Lindsay, licensing manager at DC Thomson said: ‘’We are extremely confident that the occasion of the 75th Anniversary is the optimum time to allow The Broons and Oor Wullie to open the door to the business world and we are sure that we’ll have an unprecedented response from a raft of top-level Scottish companies clamouring to be aligned with the undisputed, most-recognised of Scottish brands.

"One of our early partners has been Waverley Books who have sold over 400,000 copies of their Broons books including 250,000+ copies of Maw Broon’s Cookbook”.

The commercial brand development of the brand is planned to embodie the key attributes of family relationships, gentle good humour, mischief, warm characterisation but at all times rich with love, laughter and language.

The established world of The Broons and Oor Wullie will play a significant part in the Brands’ Licensing Strategy and is testament to DC Thomson’s commitment to a long-term strategic growth.