Golden Bear Toys has secured the master toy licence to create a range of older boy’s toys based on popular comic book Dennis the Menace.
To begin next year, the three-year agreement will see the firm develop and supply a toy collection to primarily appeal for boys ages five-to-eight, with an anticipated secondary audience of fans.
The range will include plus and plastic toys as well as various accessories.
The Deal for the DC Thomson-owned property was brokered by Start Licensing.
“We’re delighted to have concluded this deal with GB Toys on one of the most iconic of UK children’s properties,” said DC Thomson head of brand Tim Collins.
“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.”
Golden Bear commercial director Barry Hughes added: “Dennis the Menace is the perfect addition to the GB Toys portfolio and we all relish the prospect of years of success and fun with the brand.
“Our new collection will be unveiled for Autumn/Winter previews and we believe it will fill the need for some mischievous toys for the age group with the added bonus of featuring one of the most popular TV characters of the moment.”
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