Dennis the Menace and the cast of The Beano are taking over London’s St Pancras International in celebration of the launch of DC Thomson’s The Beano 2015 annual.
For the thirteen weeks in the lead up to Christmas, the station will feature new graphics in an exhibition covering the history of the annuals, the Beano lettering, character appearances and workshops with artists.
Then, as Christmas approaches, the station will be decorated with a Beano themed Christmas tree.
The partnership aims to proviude an immersive marketing experience that will ‘help to propel the new Beano annual to the number one spot this year.’
Tim Collins, head of brands, DC Thomson, said: “A new Beano annual is always an event and each year we create all new content and have more pages than many other annuals in the market.
"The 2015 annual looks fantastic and we have every confidence that it will be a massive hit again this Christmas. There is a huge affection for this iconic brand in the UK and after more than a year in the making, we’re really excited to be able to finally unveil this exclusive partnership with St Pancras International to support the nation’s favourite annual.
"A popular travel and shopping destination, the station sees thousands of children and families visit the station every day, so it’s a real privilege to be able to offer a unique Beano experience for young and new fans of all ages at such a key period.”
Wendy Spinks, commercial director, HS1 Ltd, added: “Being the backdrop for this year’s The Beano annual is a great honour for St Pancras International as it highlights the station to a wide audience and also brings together two iconic British institutions.
"The station takeover by The Beano will definitely cause excitement amongst our visitors, allowing everyone the opportunity to come to St Pancras and experience the mischief of Dennis the Menace and the Bash Street Kids as well as allowing them to take a step back in time with the exclusive The Beano annual cover exhibition.”
The new annual will feature 112 pages of stories and activities and is stocked by all leading retailers.