Beano exhibition encourages licensees with prototype showcase

75 years of artwork, plus new and potential products are on display at Beanotown on the South Bank
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Start Licensing is offering toy companies the chance to get ahead of the market with a showcase of potential Beano products at a free exhibition: Beanotown.

Celebrating 75 years of DC Thomson’s children’s publication, the three-month event will run until September 8th.

And the brand’s licensing agency is embracing the opportunity to test the market with product prototypes.

MD of Start Licensing, Ian Downes, told ToyNews: “[Beanotown] creates a new sales platform.
“The exhibition allows us to test and show some new product ideas.

“We have encouraged licensees to bring their buyers to Beanotown.

“It is a very effective way of showcasing the brand, showing licensed products and flagging up ideas.”

The agency reported that branded lines outside of the toy sector already drawing attention include room accessories such as beanbags, lampshades and table covers.

Downes added: “Visitors have asked about buying product that is not in production yet. The beanbags are a good example. These were made from Ashley Wilde’s bedding range and now it is encouraging the company to think about developing them as a retail line.”

With the addition of a themed cafeteria, the possibility of a Beano food range has also been raised.

“We think there is scope in themed dining; the Beanotown café shows this off well and the themed menus, tray liners and dishes are proving popular. Again this can be used as a case study for other partners in the future.”

Beanotown is also supporting retailers as it prepares to launch a range of Beano Doc Marten’s on July 24th, showcasing the scope of the brand.

“[Beanotown] shows [retailers] a great commitment to the brand,” commented Downes.

“To have a showcase like this for three months in such a busy place as the South Bank is a really positive piece of consumer marketing.”

For more information, contact Start Licensing on
020 8337 7958

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