LICENSING NEWS

Beano to celebrate 85 years with new consumer products

Published on: 30th June 2022

Beano celebrates the anniversary in 2023 and Rocket Licensing is preparing a celebratory range of consumer products to mark the milestone.

Having begun its story in 1938, Beano has become one of the most recognisable British brands of all time. In 2023, it celebrates a momentous 85 years since the comic first hit news stands. Now the world’s longest-running weekly comic, Beano has recently reported its fifth year of consecutive sales growth. With more than 28m Brits having read the comic as kids, ithe brand is now loved by all generations, with 84% brand recognition amongst kids, and 94% amongst adults.

The special year will be commemorated across 2023 with a special comic issue, a national press and media campaign, schools’ activity and special appearances from the comic’s celebrity fans. More details of the celebrations will be announced soon.

Rocket Licensing, which manages the rights for the property in the UK, is preparing an exciting schedule of consumer products and events, as not only will Beano be celebrating, but Roger the Dodger, Minnie the Minx and the Bash Street Kids will also be celebrating their 70th anniversary milestones, while The Numskulls will be marking their 30th anniversary.

The festivities follow in the footsteps of Dennis’s 70th anniversary which saw celebrations by fans young and old, and the brand and Dennis trending worldwide on Twitter across the year. Beano is also officially children’s magazine of the year, winning the accolade at the PPA awards.

Beano will, as always, support World Book Day 2023, to help children unlock a love of reading for fun. Licensed products and categories planned to feature in-store during this important seasonal window include new Beano book releases from Farshore, dress-up from Rubies and nightwear from Aykroyds.

Charlie Donaldson, joint MD at Rocket Licensing, commented: “Beano is part of the culture of Britain, and we’re thrilled to be able to honour the brand’s 85th birthday next year. Dennis’ 70th anniversary in 2021 was a huge success and the nation celebrated in style with a range of fabulous products and events. We’re planning even more excitement for 2023 and are looking forward to working with existing and new partners to ensure the anniversary is one to remember.”

Vanessa Andreis, Franchise Planning and Partnerships director, added: “2023 is going to be Beano’s biggest year yet. Kids and their families won’t be able to miss our celebrations as we commemorate both the iconic comic and our incredible characters which are so loved.”

As part of the celebrations, the brand is also delighted to launch Beano: The Outdoor Game, in partnership with the Outdoor Gaming Company. Starting with London and Dundee, followed by other major towns and cities over the coming months, the game will see families help Dennis find Gnasher in their local town or city by solving clues, completing tasks, and answering questions.

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