The iconic British kids’ brand, Beano is launching into the pocket money toys space, thanks to a new partnership with toy, activity and gift specialist RMS International.
The new range will be aimed at kids, particularly boys, aged six to ten years old and will include a raft of toys closely aligned with the Beano’s ethos, spanning pea shooters, slime pots, whoopee cushions and mini water pistols. The range will use graphics inspired by Beano TV’s Dennis & Gnasher: Unleashed.
The launch will mark part of tranche of recently detailed activity for the Beano, secured by the brand’s UK licensing agency, Rocket Licensing.
A further deal has been struck with art publisher Covell Publishing, targeting adult fans of the classic Beano as well as graffiti art enthusiasts with high-price-point pieces by Sleek Studio, a street artist who blends modern street art with iconic and well-loved characters from childhood comics.
The limited-edition prints and original artworks will be sold in galleries, online and at independent and high-end outlets from this spring.
Meanwhile, Texco has also been newly licensed to produce a range of bedding and home textiles – starting with an adult double duvet set – using classic Beano artwork. Meanwhile, more children’s and adult’s textiles are to be developed and sold through grocery stores, online, on the high street and at independent shops.
Practical Publishing International is to create covermounts and crafting patterns within the publisher’s range of soft craft magazines. With wide distribution across high street, grocery, book sellers, independents and online, as well as internationally, Practical Publishing will be developing a series of kits and crafts to launch from summer 2019.
Alongside the new licenses, KeCo Ltd, a specialist in innovative food service packaging, is launching a new campaign this summer. Themed children’s meal boxes in four classic Beano designs will include an activity sheet and premium promotional product.
Approximately 360,000 to 400,000 boxes will be branded with Beano characters and promoted at outlets across the UK.
Beano Studios launched in 2016 to drive the brand into new markets while producing entertainment across a range of content including TV, digital and film. Beano has also partnered with a number of major names including fashion designer Stella McCartney, retail giant Amazon and global lifestyle brand Ted Baker. Rocket is targeting a number of additional areas for this iconic brand including daywear, games & puzzles, stationery, toy, food gifting & confectionery.
Rob Wijeratna, joint managing director of Rocket Licensing, said: “One of the longest-running and most successful children’s brands is stronger than ever, and these new deals add to a well-established licensing programme for Beano. We’re delighted to welcome these major names on board across some exciting new categories and are looking forward to maximising the potential of this brand further going forward.”
Angeles Blanco, director of global licensing at Beano Studios, added: “We’re really excited Rocket Licensing are continuing to bolster Beano and Dennis & Gnasher: Unleashed’s licensing programme by moving us into these new areas with new partners.”