Classic U.K. comic characters Dennis the Menace, Gnasher, Fatty and the rest of the Beano gang are gunning for the limelight with a new branded theme park area and a QSR deal with McDonald’s.
London-based licensing agent Copyright Promotions Licensing Group (CPLG) is teaming up with property owner Dundee, Scotland-based D.C. Thomson and the largest theme park in the South of England for the Beanoland project. The branded area of Tussaud’s Group-owned Chessington World of Adventures includes such attractions as Billy’s Whizzer Waveswinger, Splatapaults and Little Bea Squirts, and launches with a consumer media blitz and opening festivities on April 5. Copyright Promotions managing director Claire Atherton says a TV and newspaper campaign promoting the park along with consumer press coverage will help to boost the 10-year-old Beano merchandising campaign with its primary seven- to 14-year-old target.
The property will get an additional boost from a three-week QSR tie-in offering one of nine Beano premiums with Happy Meals starting May 12. McDonald’s restaurants across the U.K. will participate, with in-store and national advertising supporting.
Atherton says the comic-based Beano property launched with a weekly comic in 1938 and has consistently been the best-selling comic in the U.K. ever since. The characters are also seen in bestseller list-topping Beano Annuals, as well as animated TV series Dennis and Gnasher, which airs on BBC 1 and Fox Kids UK.