The iconic British kids’ brand, Beano is launching into the pocket money toys space, thanks to a new partnership with toy, activity and gift specialist RMS International.
The new range will be aimed at kids, particularly boys, aged six to ten years old and will include a raft of toys closely aligned with the Beano’s ethos, spanning pea shooters, slime pots, whoopee cushions and mini water pistols. The range will use graphics inspired by Beano TV’s Dennis & Gnasher: Unleashed.
The launch will mark part of tranche of recently detailed activity for the Beano, secured by the brand’s UK licensing agency, Rocket Licensing.
A further deal has been secured with craft magazine and craft product specialist Practical Publishing International to create covermounts and crafting patterns within the publisher’s range of soft craft magazines.
With wide distribution across high street, grocery, book sellers, independents and online, as well as internationally, Practical Publishing will be developing a series of kits and crafts to launch from summer 2019.
Beano Studios launched in 2016 to drive the brand into new markets while producing entertainment across a range of content including TV, digital and film. Beano is uniquely placed as a brand with global appeal, boasting a licensing list that already includes gifting, dress-up, socks, greeting cards, houseware, novelty toys, jewellery, plush and more.
Rob Wijeratna, joint managing director of Rocket Licensing, said: “One of the longest-running and most successful children’s brands is stronger than ever, and these new deals add to a well-established licensing programme for Beano. We’re delighted to welcome these major names on board across some exciting new categories and are looking forward to maximising the potential of this brand further going forward.”
Angeles Blanco, director of global licensing at Beano Studios, added: “We’re really excited Rocket Licensing are continuing to bolster Beano and Dennis & Gnasher: Unleashed’s licensing programme by moving us into these new areas with new partners.”