By Allison Watkinson
TLL Reporter
Bulldog Licensing has announced two new licensing agreements for Beano, as the comic brand celebrates the 75th anniversary of its Dennis the Menace character.
The two agreement will see Woodle Designs creating custom products for dogs, while tech accessory company Ecell is creating branded phone cases, accessories and protective coverings.
Beano is definitely going to the dogs with its new partnership with Woodle Designs, which has produced a striking collection of pet harnesses, collars and leashes. The collection actually kicked off with the first product release in April; a Beano-inspired adjustable harness boasting a colorful print of Dennis the Menace and his dog Gnasher.
Bulldog says Woodle will soon release several more products,all of which will be exclusively available via the company’s website: woodledesignsire.com.
Woodle Designs is the brainchild of passionate dog lover and entrepreneur Dave Curran, who is now the company’s CEO. Bulldog notes the company has has taken the pet industry in the UK by storm since its inception in the summer of 2021, aiming to provide dogs and their owners with a diverse array of top-tier custom products.
“After the enthusiastic response of our customer base to licensed brands that bring a touch of wit and colour to our range of products for dogs, we were delighted to be asked to work with one of the most recognizable brands in the UK,” Curran said. “Dennis, Gnasher and friends will bring more than touch of fun and colour to our customers’ dogs’ accessories; not to mention their dogs!”
Woodle offers a vast selection of in-house and bespoke designs that can be personalized to fit the unique personalities of every dog. As well as original designs, the company has successfully branched out into licensed collections in recent years.
Ecell is a UK-based manufacturer of officially licensed tech accessories. Like Woodle, Ecell has used designs inspired by the characters, logos and imagery that have made Beano a market leader for close to 90 years, bringing them to products that protect and personalize devices.
The new Beano range is now available via the company’s Headcase designs store on Amazon.
“As a company that transforms fandom into functional art that protects and personalizes your devices, we have a strong reputation for building partnerships with the world’s most iconic brands … and Beano is certainly iconic!” said Ecell co-founder and director Tim Celikkol. “This brand is a wonderful addition to our range.”
Ecell Global has been at the forefront of mobile accessory manufacturing for more than two decades. The US and UK business developed a print-on-demand process that means every product is made fresh, eliminating waste while ensuring the highest quality. Over eight million cases have been sold to date, Bulldog says.
Bulldog MD Rob Corney says these two new agreements, in addition to others that have been recently announced around the anniversary, are a testament to the continued popularity of the Beano brand.
“The addition of a leading name in custom products for dogs and another in tech products is further proof, if it were needed, of the diverse appeal and powerful awareness enjoyed by the Beano brand across all age groups,” Corney said. “Woodle Designs and Ecell have done a marvellous job of translating the fun, excitement and mischief of the Beano to some truly wonderful and useful products.”
Corney notes that Beano is the world’s longest-running weekly comic, and still sells a copy every eight seconds. The brand tops UK publishing charts every year after more than 85 years in print.
Driven by its humour and wacky characters, Beano now has a growing licensing category list that includes publishing, apparel, toys and games, greetings cards, costume characters and dress-up, along with an established presence in location-based licensed events.
A growing adult market is now a strong focus of the licensing strategy, which is supported by a comprehensive adult-focused Beano style guide,” Corney says. “With 28 million people from today’s UK population having enjoyed Beano, adults are expected to play an enthusiastic part in Dennis’s 75th anniversary this year, which Beano is marking through a year-long celebration of high-impact activations and marketing moments, and a collection of new products and experiential collaborations.
“The nostalgic adult audience will also have a big part to play in Beano’s 90th anniversary celebration in 2028.”