There are some brands which need no introduction. If you say Beano to most people, they will be able to picture the iconic imagery and name much-loved characters from the comic. For instance, Dennis, Gnasher, Minnie the Minx, Dangerous Dan and more. They might even have their own memories of enjoying reading Beano with friends or family members.
To find out how to capture that pure joy of childhood and how an eight-decade young brand uses storytelling to attract audiences in real life through location-based entertainment (LBE), we speak to Rob Glenny, head of commercial and new business at Beano Studios, and Sarah Hall, director of marketing and communications at Beano Studios, as well as Melissa Satterly, brand manager at Beano’s licensing agency, Rocket Licensing.
The evergreen appeal of Beano
Over half a million people read Beano every single week. In addition to its website, animated TV show and annual, which sells 200,000 copies every Christmas, the brand is now reaching people in some of their favourite places to spend a day out, from heritage sites to zoos and theme parks.
Hall attributes the success of the brand to the fact that it has consistently put kids at the centre of its world. It has done so ever since the first issue in 1938.
“Beano was the first comic to make kids the heroes of their stories and really celebrate the joy and mischief of kids being kids. At its core, Beano is about fun and laughter. Those are two things that have enduring appeal no matter the time of year, decade, or audience.”
“We also speak to children every week thanks to the research provided by our in-house agency, Beano Brain,” adds Glenny. “Everything that children are interested in is reflected in the comic. Every issue of the comic is a touch point of exactly what happened in that year, in that era.”
“Ultimately, Beano is relatable,” says Satterly. “We’ve all been young once and we love that naughty side, the mischief of Beano. It’s very engaging. You can’t help but feel that warmth.”
New touchpoints
Beano reaches its audiences wherever they are. From a new range of Boomics (adventure books told with funny pictures) to social media, from consumer products to its award-winning website Beano.com, as well as the CGI animated show, Dennis and Gnasher Unleashed, created with the BBC, and distributed in over 200 countries, Beano is now a multi-channel brand.
“Exploring is key. If it hasn’t been done before, we are keen to try it,” says Glenny. “This summer, we created the first-ever comiconcerto, in partnership with the BBC Concert Orchestra and Southbank Centre. This brought the comic characters to life to prove that ‘classic is not Jurassic’ and comedy can go hand in hand with classical music when mischief plays a part.
“We always try to take that fun world from the comic and then expand it into other areas where kids are. And all these multiple touchpoints have helped grow the comic itself, which is quite unusual because print is declining. We’re going way against the market; we’ve had six consecutive years of increase.”
What makes Beano a good choice for partners?
Beano is a high-value IP that is cross-generational, fun, and flexible. It can also connect people with their inner child in a way that not many brands can do. When it comes to licensing partnerships, Beano’s real USP is its enduring success, says Hall:
“Today, eight decades of kids have enjoyed the comic and its characters, meaning it truly has cross-generational appeal. The connection that Beano can provide for whole families, communities and friends of all ages is unrivalled by any other IP I have ever come across.”
“Beano generates a particular excitement in people which is brilliant for live events. We’ve had Beano appearances at literary festivals that have sold so many tickets, the festival had to get a bigger tent,” says Glenny.
“It’s great for our licensing partners to have access to a wealth of characters, locations, and unique Beano elements,” adds Satterly. “There is no need to make anything up. The tools are all there to have fun, from the iconic characters to the catapults and stink bombs.”
“We often joke that ‘if you can dream it, we can draw it’ but that is true,” says Glenny. “Beano is created every single week through imagination and comic art. This provides phenomenal opportunities when it comes to original, bespoke storytelling through live experiences.”
Storytelling for children (and kids at heart)
Many of the projects that Beano Studios has worked on in the LBE space so far have helped its partners to highlight a particular story or a campaign.
“The environment is a big topic, and partners are always looking for ways to engage families,” says Satterly. “In 2021, we worked with Kew Gardens to create an original story which highlighted plant biodiversity. Using Beano characters, the brilliant teams at Kew Gardens and Wakehurst Place created bespoke, interactive trails. They even brought Dennis’s iconic catapult to life, to talk about pinecones and seed dispersion.”
Then, in summer 2022, Beano teamed up with the Eden Project in Cornwall, to bring to life the messages and elements that Eden wanted to highlight.
“Inspired by a bespoke comic story created by the Beano artists, visitors teamed up with Dennis, Gnasher and friends on a quest to defeat CO2-Zilla and rebel against climate change through games and activities that the whole family could enjoy. Beano has always given children a voice. And the new generation is very vocal. They often challenge adults on things which can be done better,” she adds.
“The experience at the Eden Project was all about empowering children and families to make small changes that will make a difference.”
“One of the things that the Beano team is expert at is engaging with kids. Sometimes it doesn’t need to be super sophisticated, virtual reality level. It is all about finding that perfect way to entertain them, which can be incredibly simple,” says Glenny.
“Part of our ethos is that even if people are new to Beano, we make sure they can pick up what’s going on instantly, whether that’s in the comic, TV show or a new experience. It’s always been a really accessible brand in that way – we want everyone to be in on the fun.”
Fun made to measure
As well as the richness of artwork available, the brand offers added extras for those with a Beano license.
“This summer, Whipsnade Zoo also joined forces with Beano to communicate messages around sustainability and protecting wildlife,” says Satterly. “It used Beano characters to create themed areas and activities in situ, including a Tent of Trumps. I have an eight-year-old son and when he saw the warning ‘Toxic smells in here. Don’t come in’, of course, he wanted to visit. He thinks farts are hilarious and loved lifting the lids from all the boxes with different animal smells.”
“It was a serious topic looking at emissions, but in a very Beano way that got people talking.”
Beano worked closely with the Whipsnade team to create the original story, a bespoke comic strip which was used throughout the activity, and provided the illustrations needed for the team to bring it to life. They also offered support across the Beano ecosystem, from the comic to the website and across social media. This ensured that the message reached children on all channels.
Bespoke artwork
“The bespoke artwork has the benefit that it can be adapted for all channels,” says Satterly. “When we partnered with the English Heritage last October, a Beano Halloween Trail rolled out across 22 sites simultaneously. The English Heritage team has also used sound effects and downloadable masks for their digital activities. Those have proven very attractive.”
“Brigit’s Bakery created The Blamtastic Afternoon Bus Tour this summer. This was a one-of-a-kind Beano Bus Tour experience in the heart of London,” she adds. “The bright yellow double-decker was branded with a unique understanding of mischief and fun by the Brigit’s Bakery team. Meanwhile, guests were welcomed with comics, jokes and pranks provided by Beano.”
The Beano comic artists love to have fun. There have been instances when partners’ staff members made an appearance in these bespoke comic strips:
“One of Kew’s experts in trees appeared in the bespoke comic strip. The Kew team also immortalised him in a giant cut-out, which he got to keep afterwards”, adds Satterly. “We absolutely loved it, as we always want our partners to be part of the story, and to enjoy it with us.”
What’s next for Beano in LBE
Beano is currently developing a show with Gulliver’s Theme Parks. In addition, Dennis, Minnie and Gnasher will be appearing in the Gulliver’s Land of Lights festival this year.
“In addition, we have partnered with Apex Hotel in Dundee. They are targeting a family audience with Dennis and Gnasher-themed rooms,” says Glenny. “The special decorations, bespoke map and welcome pack perfectly reflect the escapism of a good holiday, particularly in Dundee, the hometown of Beano.”
“We’re also working with Clip ‘n Climb, which has recently started to Beano-fy some of its sites. Minnie, Dennis, and their friends bring fun in the centres and online while inspiring children and families to reach new heights.
“There is a great fit between Beano’s ethos and the attractions industry. So, we are keen to explore new opportunities moving forward.”
The ideal Beano partners
As the team continues to seek new partnerships in the LBE world, Glenny says they are keen to unleash the fun of Beano in lots of different ways:
“Attractions where families can have fun together are very important for us. We’re keen to look at virtual and physical themed attractions, whether branded rides or location-based experiences. Our joyful characters are naturally active. So, we also have an interest in experiences which have an element of interaction, creativity, or competition.”
“Beano characters are rebellious,” says Satterly. “They are perfect for a narrative that says, ‘Forget those rules. Let’s look at things differently and make the change.’”
Ultimately, Beano’s unparalleled knowledge of children, as well as its mischief, humour, and creativity, are its secret weapons for successful partnerships. The attractions industry is a perfect fit for the Beano brand as it, too, is all about fun, adds Glenny:
“For 85 years, Beano has been making kids laugh, while introducing them to reading for fun and sparking their creativity. The love for the brand has grown with every generation. Our IP Partnerships program aims to celebrate the creativity, fun and mischief which fuels it.
“We look forward to working with new partners who believe, just like we do, that being a kid never gets old!”
