KAP Toys lands Beano toys range nationally

Published on: 24th November 2023

KAP Toys’ range of Beano toys has been launched nationally with Sainsburys, kickstarting a host of opportunities for the brand.

Kap ToysBeano branded FSDUs appeared from the 21st September in 415 stores across England, Wales, Scotland and Northern Ireland. This was a move by KAP Toys to secure listings of Beano toys wherever Beano comics and annuals are sold.

The Beano was first published in 1938, with the celebration of the comic’s 85th anniversary and a key character, Minnie’s, 70th anniversary in 2023. Both occasions were marked by a celebrity takeover of the comic with Marcus Rashford and Leah Williamson, respectively.

With Christmas around the corner, the Beano annual is predicted to appear in the Sunday Times best seller list once again and become the best selling annual, with sales in excess of 200,000 units.

“We are delighted to get to day one of our range being available to consumers,” said Nathaniel Southworth, MD at KAP Toys. “The buyers at Sainsbury’s know the power of the Beano brand in the news and mags category, alongside all the national market stats of annual book sales, engagement on Beano digital channels in excess of 5m a month and the huge brand recognition at all ages. In their words, it was a proverbial ‘no brainer’.”

“We’ve got so much opportunity with Beano. The team is reaching out to all our customers because this brand offers sales every day of the year. These are supported by the fantastic job that the Beano team does, with new content dropping weekly via the comic and ongoing social activity. It truly is an all-year-round opportunity. That’s even before we talk about World Book Day, character anniversaries, partnerships and activity plans year after year.”

Those interested to learn more should contact or visit For those attending London Toy Fair, KAP Toys will be at stand UN66, and they can request an appointment now.


Friday Blog

Have we (finally) found a Brexit benefit … it’s the Friday Blog!

Exclusive: Rick Derr – Letter from America

Hornby unveils new Playtrains High Speed Train Set

Exclusive: Behind the scenes at the Natural History Museum

The Paddington Bear Experience to open in May

The March issue of Toy World is out now

The Toy Trust unveils Midsummer Mayhem

Skillmatics further strengthens UK sales team

Sambro strengthens UK finance team with new hire

Autumn Fair launches new campaign for 2024