DC Thomson announces licensing strategy for The Broons and Oor Wullie
Publishers DC Thomson has announced that its classic cartoon characters Oor Wullie and The Broons are to be licensed across a range of products.
The characters which have run in the Sunday Post for three-quarters-of-a-century are set to be licensed across products categories including gifts, collectibles, stationary, clothing and housewares, musical and entertainment, food and digital.
The publisher will partner with several Scottish companies, brands and retailers at the beginning of what DC Thomson believes will be a long-term consumer products programme.
The commercial brand development of both The Broons and Oor Wullie will include maintain key attributes of family relationships, gentle good humour, mischief, warm characterization, and, at all times, love, laughter and language.
The world of the characters will be the centre of the brand’s licensing strategy as part of DC Thomson’s commitment to long-term strategic growth.
Martin Lindsay, licensing manager at DC Thomson, commented; ‘’We are extremely confident that the occasion of the 75th Anniversary is the optimum time to allow The Broons and Oor Wullie to open the door to the business world and we are sure that we’ll have an unprecedented response from a raft of top-level Scottish companies clamouring to be aligned with the undisputed, most-recognised of Scottish brands. One of our early partners has been Waverley Books who have sold over 400,000 copies of their Broons books including 250,000+ copies of Maw Broon’s Cookbook”.