Mr Bean marks 30th anniversary with new licensing partners and increased global reach

Mr Bean is marking its 30th anniversary with a raft of new consumer product partnerships, brokered by Banijay, in celebration of the continual distribution of the popular live action series for the past three decades.

Fans of Rowan Atkinson’s iconic character will now have the chance to get their hands on a range of anniversary collectable products, including a limited edition knitted Teddy plush from Teespring, as well as a Mr Bean commemorative coin – a limited number of which have been signed by Atkinson himself.

Mr Bean’s famous lime green Mini die-cast from Corgi was refreshed for the occasion with a special 30th anniversary packaging and is available at retail and online now. The company will also release a DIY special edition of the Mini with the Mr Bean figure in November 2020.

A brand-new Mr Bean Top Trumps card game from Winning Moves is also available now.

To maximise on the character’s global popularity and reach, the company has signed its first brand licensing partnership in India, with the one of the country’s leading licensing agencies – Black White Orange Brands Pvt. Ltd. The two companies will work hand-in-hand to bring brand extensions and to life.

This accompanies further international brand licensing agents appointed in southeast Asia (Empire), Greater China (Medialink), South Korea (Asiana Licensing), Australia (Blackmint) and J&M Brands in Benelux.

Jane Smith, group director, brand licensing and gaming, Banijay Brands, said: “Mr Bean turning 30 is a tremendous milestone and we are thrilled to provide fans with a wide range of products across the novelty gift space to commemorate this special day.

“These deals enable retailers and customers to continue to engage with this much loved brand beyond the screen. With ten licensing agents now on board globally the Mr Bean brand is looking as bright as ever.”

Mr Bean’s digital platforms and social media has over 137 million cross platform subscribers across the four main social platforms which drives younger audiences to be able to engage with the brand through various platforms. There has also been significant success across mobile gaming with Mr Bean Special Delivery, and Mr Bean Around the World achieving 58 million downloads over the past six years.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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