Global content producer and distributor Endemol Shine Group has today announced the appointment of LMCA Oasis Lifestyle Asia (LOLA) to represent the Mr Bean brand in mainland China.
With over 25 years in continual distribution, Mr Bean has become a global, now being broadcast in over 195 countries and overtaking Taylor Swift and Harry Potter to become the number one entertainment brand on Facebook.
“Endemol Shine Group has always been successful in building renowned IPs and brands around the world. Amongst the more than 4000 IPs and brands that we own, this includes Mr Bean, MasterChef, The Brain, Your Face Sounds Familiar and Humans which all have great potential in China” says William Tan, managing director of Endemol Shine China. “Mr Bean is a landmark brand that continuously has great influence and strong followers in the global market for over 25 years. This new Mr Bean deal marks a big step forward in brand licensing for us in China.”
“LOLA Licensing intends to maximize the potential of Mr Bean by putting to use its unparalleled experience in product development, sourcing and network distribution to create online and offline opportunities. LOLA has a seasoned and well-connected on-the-ground team in the region, which offers the possibility of hitting the market quickly. We will also leverage upon our extensive network for promotions, events and other facilities so that more people can enjoy Mr Bean,” says Wee Liang Tong, MD of LOLA.
Recent commercial news from the brand includes a number of new Mr Bean mobile gaming titles with Endemol Shine Group’s games studio and publishing label Good Catch; Star Editions appointment as licensee for the brand’s ecommerce activity via the relaunched Mrbean.com website; the Mr Bean Lock Screen App from IconLogin Limited; and the launch later this month of interactive mobile match-3 game Play London with Mr Bean in partnership with the Mayor of London’s official promotional agency London & Partners and entertainment and marketing platform Pointvoucher.