DC Thomson's iconic children's comic celebrates its 75th anniversary this year.

BRAND PROFILE: The Beano

Weekly comic The Beano has been entertaining children for decades – and it turns 75 this year.

The DC Thomson publication is still going strong thanks to successful licensee partnerships, celebrity appearances, digital activities, as well as classic characters like Dennis the Menace and The Bash Street Kids.

Over the past year, The Beano has partnered with Wembley Stadium, where Dennis acted tour host during the Easter holidays, and The National Trust, which won a Licensing Award. Licensed product sales also increased in 2012 due to ‘a very focused programme, partners who know the brands well and a trustworthy name in The Beano’.

The Beano has around 40 licensees across a wide range of categories (see the full Brand Profile), from Golden Bear toys to print wall murals from Surface View, classic artwork from Artko and even pet toys at Rupert’s Pet Shop. 

Now it plans to get Dennis and friends into even more categories.

Read the full Beano brand profile here.

Picture credit: Dennis and Gnasher ®© DC Thomson & Co. Ltd. 2012

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