DC Thomson has selected Highlight PR to handle a consumer PR campaign for The Beano promoting its range of licenced products and the 2013 Annual during the comic’s 75th anniversary year.
The Bath-based agency will now work towards promoting The Beano range which is set to debut online and in high street stores from September. Products within the range, which aims to appeal to young and old alike, includes Doctor Martens footwear, Raleigh bikes, prank kits, books, t-shirts, and sleepwear. There are also retro-styled gifts and stationary for adult Beano lovers, plus new Dennis and Gnasher pet toys.
The appointment follows Highlight’s six week campaign for The Beano Annual last year.
Of the appointment, Tim Collins, head of brands at DC Thomson, said: “The Beano’s 75th anniversary is a great platform from which to launch new products at retail. Highlight has a great track record working on classic licensed characters, and we were impressed with the results they achieved for us last year.”
DC Thomson is to mark The Beano’s 75th anniversary year with a range of promotions and events across the UK, such as the creation of Beanotown – a pop up interactive exhibition space themed around the comic – which forms part of the Southbank Centre’s Festival of Neighbourhood in London this summer.
Director of Highlight PR, Alison Vellacott added: “We’re thrilled to be working on The Beano again – it is such a classic British brand. Retro continues to be on trend, so we’re confident the heritage range will appeal to a wide range of adult style press.”