DC Thomson and Start Licensing organised a visit by Beano characters Dennis and Gnasher to John Lewis' flagship store on Oxford Street at the weekend, as part of the shopping destination's special VIP Day.
The duo visited the greeting card, gift and toy departments of the store, distributing copies of The Beano to shoppers.
John Lewis carries a selection of Beano products from licensees including Wild & Wolf (notebooks, footballs and washbags) and Gibson Games (jigsaw puzzles).
"We were delighted to have Dennis and Gnasher at John Lewis on such a high profile day," said Ian Downes, MD of Start Licensing. "We know from past experience that the costume operated by Rainbow Productions on our behalf is well received by children and adults. The characters are really entertaining - I saw as many adults posing with Dennis as I saw children.
"With Beano products currently in store, we thought this was a perfect way of boosting sales on such a big shopping day. John Lewis has been a great partner to work with."
Next Saturday (December 4th), a Beano artist will visit John Lewis and demonstrate how to draw Beano characters.