Boosting sales of comic Annual and products

The Beano is one of Britain’s longest running children’s comics, published by DC Thomson, with a range of popular licensed products and a much-loved hardback Annual.


  • Drive awareness and sales of the 75th anniversary edition of the Beano Annual
  • Organise press launch of consumer licensed product range at ‘Beanotown’ on London’s South Bank
  • Deliver valuable product placement across parenting, fashion and lifestyle media


  • The 75th Beano Annual was the best-selling annual of the year, beating One Direction
  • 66 items of coverage for the Beano Annual in 6 weeks including BBC Breakfast, DPS in The Metro, Guardian, Absolute Radio, BBC Five Live, XFM and 9 regional BBC radio stations.
  • 30 features in key Christmas gift guides (including The Guardian, The Independent, Evening Standard)
  • 9 celebrity endorsements on Twitter, reaching 3.9m followers
  • 129 product features in mainstream national and lifestyle media


“The coverage Highlight achieved was an important factor in The Beano Annual retaining its number one position in the market, despite the stiffest competition we’ve seen from rival brands.”
JP Murphy, DC Thomson