Licensing.biz

Endemol Shine’s Mr Bean grows reach across China with Medialink

Endemol Shine China has secured a new brand licensing partnership of the group’s long-running IP Mr Bean with the local licensing agency Medialink Limited.

The deal will see Medialink explore new brand licensing opportunities for Mr Bean in the Greater China territory. Experiential, apparel and toys will be the key categories for Medialink as they drive growth in the market in partnership with Endemol Shine China.

It arrives as Mr Bean celebrates its 30-year anniversary in 2020. The series has been celebrated foir delivering some of the most iconic moments in TV history with a broad and diverse audience across 200 territories.

The brand continues to entertain new audiences all around the world with success across global digital platforms, hitting a combined digital reach of more than 100 million fans. Mr Bean has topped 6.5 billion views on YouTube alone and is one of Facebook’s biggest page globally, surpassing 87 million fans on the platform.

Most recently, China’s largest children channel CCTV-14 has broadcast both seasons of Mr Bean The Animated Series (104 episodes in total) for their linear services across China, Hong Kong and Macao earlier this year, which expanded Mr Bean’s presence among new generations in China.

William Tan, managing director of Endemol Shine China, said: “Mr Bean represents the unforgettable childhood memories of several generations around the world, hence we believe this partnership offers great potential for merchandising and experiential activities.

“Expanding our business in these areas has been one of Endemol Shine China’s priorities since we ventured into the brand licensing business. We are excited to partner with Medialink whose great enthusiasm and high professionalism bring new elements to the classic character. A series of new products are expected to be released shortly.”

Noletta Chiu, excutive director of Medialink Group Limited, added: “Following our successful experience in classic brands, we are excited to work with Endemol Shine to celebrate Mr Bean’s 30th anniversary in 2020.

“We are keen to explore opportunities for launching exciting new products and collaboration in new areas in lifestyle, fashion and events.”

Apart from this deal, Endemol Shine China has also partnered with Zhejiang Education Publishing Group to launch a new series of Mr Bean comic books in China in early October based on the Mr Bean Animated Series.

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