Rocket Licensing, licensing agent for Beano, one of the best-known and most recognisable brands in children’s entertainment, has announced the success of a Beano-themed half-term event at a UK leading shopping destination, the Lexicon retail and leisure complex in Bracknell.

Bakehouse Factory, a multi-award-winning creator of interactive theatrical events, organised a series of activities featuring characters from the iconic Beano comic in time for February half-term. The Lexicon activation is the first Beano shopping centre event this year, with more in discussion.

From Saturday 10 February to Sunday 18 February 2024, the Lexicon hosted the Gnasher Trail, inviting families to find Dennis’ mischievous hound in retailer windows around the town centre and complete the comic-strip-themed trail sheet by finding the hidden punchlines. But that’s not all! There was a chance for fans to create their own comic character at a Create with Beano workshop in Princess Square, and an array of Beano-themed interactive joke boxes and daily activities. There were also Beano comic giveaways, Beano product competitions and a Beano comic subscription offer, created especially for the event.

Bakehouse has over ten years’ experience in the delivery of professional, interactive theatrical performance and set build that surprise and delight people in retail environments and visitor attractions. It offers ready-made, tried and tested roaming acts and installations as well as the ability to build large-scale bespoke projects from scratch. Last year alone over 300,000 people took part in over 500 Bakehouse shows in more than 40 towns and cities across the UK and beyond.

Beano was first published in July 1938 and is still created every week in its original Dundee headquarters and printed in the UK. Beano recently reported an ABC of 58,053 and is in its fifth consecutive year of circulation growth. The brand reaches over five million fans a month on its digital network, centred around the multi-award-winning site Beano.com, featuring jokes, quizzes and games in a kid-safe environment.

Beano is uniquely placed as one of the most recognisable of British brands with huge multi-generational appeal, boasting a licensing list that already includes gifting, dress-up, greeting cards, houseware, novelty toys, jewellery and plush. Beano has also partnered with a number of major names, including Apple, Royal Mail, Netflix, EE, Kew Gardens, Somerset House and many more.

An extensive range of style guides and assets supports a comprehensive and growing licensing programme for a brand that has been reflecting children’s lives for over 85 years and inspires them all year round, from World Book Day and the summer holidays to back to school and Christmas.

Charlie Dorman, Account Manager at Bakehouse Factory, says: ‘When we were asked to bring Beano-themed entertainment to a leading shopping destination, we were thrilled. Working with one of the best-known children’s brands in the country and adapting its fun, humour and excitement for a big attraction to entertain and enchant kids and their families at half-term has been a real delight.”

Sue Boor, head of marketing at The Lexicon says: “The Create with Beano event offered something a bit different from our recent half-term events. The creative workshops, which sold out before the event began, attracted children aged between four and eight years old, which is slightly older than our usual participants, and something that we were hoping would happen. The Gnasher Trail with fun joke punchlines displayed in retailer windows was also a great success, with 600 leaflets completed – and many more families completing the trail just for fun.

“It was a fun activation that was well received by both our retailers and visitors to the town centre, with footfall up 10% when compared to February half-term 2023.”

Melissa Satterly, Brand Manager, Rocket Licensing, commented: “The skilled Bakehouse team of client, logistics, production and design managers has, yet again, produced a magical theatrical experience that has entranced kids and parents alike. It’s been a delight working with Bakehouse and the Lexicon to bring Dennis, Gnasher and friends together in popular retail venues for what has been a fun and engaging half-term treat.”

Rob Glenny, Head of Commercial & Business Development, Beano Studios said: “Children have always been our inspiration and we love bringing the fun of Beanotown to wherever they are. We’re thrilled to have been working with Bakehouse, Lexicon, and Rocket this half-term, to create a space full of creativity, imagination, and mischief for kids and families to enjoy.”