The deal, brokered by DC Thomson’s agent, Start Licensing, takes effect immediately, and will see Golden Bear’s GB Toys Division launching a complete range of older boy’s toys for Autumn/Winter 2013.
Under the three-year agreement, GB Toys will be responsible for the development and supply of a comprehensive toy collection that will appeal primarily to boys 5-8 with a secondary audience of classic fans. Included in the collection will be the classic jokes and pranks expected of Dennis, together with plush and plastic toys and accessories.
Speaking of the appointment, Tim Collins, head of brand at DC Thomson, said: “We’re delighted to have concluded this deal with GB Toys on one of the most iconic of UK children’s properties. The launch of this new GB Toys range will be one of the many causes for celebration in The Beano’s 75th anniversary year in 2013, alongside a new series of the top-rated CBBC show, Dennis and Gnasher, renewed marketing investment in The Beano brand, and exciting plans developing on licensing and further new products.”