In the first deal of its kind in the territory, Omore will produce animated Mr Bean character branded ice-cream packs across three variants of its Frooze range of ice-lollies – Jelicks, Dasher and Lick a Flavor.
The promo will include in-pack premiums and a prize of a trip to London for a family of four. The campaign will be supported by a TV campaign, which will run until the end of the month, along with other marketing initiatives such as a Mr Bean branded bus.
Kids Media, Zodiak Rights’ agent in the territory, brokered the deal with IAL Saatchi & Saatchi on behalf of Engro Foods in Pakistan.
In other news, in the Netherlands, a biscuit manufacturer has acquired the rights to produce Mr Bean animated character printed biscuits.
Angeles Blanco, head of international licensing, Zodiak Rights commented: “Following the strong sales Mr Bean had last year, we are delighted to have these new partners on board with product that will reflect the humour and classic look of this much-loved and iconic British brand.
"Mr Bean’s global appeal continues to go from strength-to-strength.”