Beano for Brands will be a kid-first consultancy for brands wanting to engage with older kids, Generation Alpha and their parents.
Beano for Brands will solve client briefs using kids’ insight and market testing gleaned from qualitative and online research, content creation, and brand partnerships across the multi-channel Beano portfolio.
Iain Sawbridge, Beano Studios’ chief content & digital officer, who will head-up Beano for Brands, commented: “Making the move from kids media owner to a kid-first consultancy is a natural next step for Beano Studios, which in just two years has reinvented the 80-year-old brand from a comic to an international multimedia studio; winning 14 major industry awards, an International Emmy nomination and launching Beano.com, now the UK’s fastest growing kids’ site with a monthly network reach of 5m.”
Hayley Granston, managing director, commercial at Beano, added: “Understanding kids is at the heart of everything we do because we listen to them every day. We can help brands tap into the changing rules of today’s kids’ behaviours, and their role in the household, both in their native digital landscape and everyday life. We will help clients who need to engage with this unique audience by enabling them to ‘think more kid’.”
Beano Studios has already delivered a string of successful brand partnerships, from Stella McCartney and Ted Baker, to David Walliams/Harper Collins and with YoungMinds, the UK’s leading charity fighting for children and young people’s mental health.
Hayley added: “Beano for Brands will continue to work with brands that are obviously in the kids’ space – such as toys, gaming, publishing, and film – but increasingly we want to work with less obvious family brands that need to understand today’s kids to drive success with families, including everything from financial services, to technology, sustainability and cultural institutions.”