Mr Bean plush and novelties kick off new licensing campaign in style

Bulldog Licensing, which has been appointed by Banijay Kids & Family as UK and Ireland licensing agent for Mr Bean, has announced a major new licensee signing for the iconic comedy character.

Posh Paws International and its parent company Whitehouse Leisure International will be producing Mr Bean plush for both the retail and amusement/leisure sectors, as well as designing and producing a range of Mr Bean novelty key chains and mugs.

Both ranges will be inspired by a character that has been wildly popular for nearly 35 years in live action and animated formats, both on TV and in films.

Available from spring 2025, across online, toy & gift stores, amusement, leisure and entertainment destinations, the Mr Bean plush and novelty items will be aimed at all ages, reflecting the appeal of the character to all generations.

Posh Paws is a leading manufacturer and distributor of licensed and own-brand plush toys and gifts across the UK, with a wide distribution base ranging from local toy and gift shops to high street and online retailers. Whitehouse Leisure is the leading manufacturer and distributor of amusement and redemption products across UK, Europe and the Middle East, renowned for its impressive product catalogue of licensed and trending own-brand products for the amusement and leisure sector.

Co-created by Rowan Atkinson and Richard Curtis, Mr Bean is described by Atkinson as “a child in a grown man’s body”. Mr Bean tries to solve apparently minor problems presented by everyday tasks and often causes major, and hilarious, disruption in the process.

The visual and often non-verbal comedy that drives the character has ensured there have been no language barriers to a success that has brought Mr Bean high awareness and enormous popularity in close to 200 countries and a staggering online presence that has attracted more than 19 billion lifetime views on YouTube and made it the biggest Facebook page in the world for a film and television character.

Bulldog Licensing will be building on Mr Bean’s existing licensing presence and pursuing new and expanded opportunities in kids’ and adults’ markets, focusing on both the iconic original series and the highly popular animated series.

Imagery from both live and animated formats will inform a licensing campaign which will target multiple categories including (to name only a few) homeware, stationery, t-shirts, toys, collectables, bags and greeting cards.

Since 1990 the show has gone from 14 live action episodes to a globally renowned brand with over 30 years of continuous distribution. The Mr Bean live action show launched in 1990 to great acclaim, winning a number of international awards. By 1995 it had inspired the first of two movies. The animated series launched in 2002. Today the brand needs little introduction, boasting fans of all ages.

The latest animated series (produced by Tiger Aspect Kids & Family), series 4, launches in 2025. Executive produced and voiced by Rowan Atkinson, it will air on ITVX and Warner Brothers Discovery in the UK.

Lauren Shipman, Group Brand & Marketing Director, Posh Paws International Limited, says: “We are excited to work with an internationally known, instantly recognisable character with cross-generational appeal. The humour and imagery that is associated with Mr Bean is also ideal for toys, gifts and novelties that we are certain will be popular with both our retail and leisure customers.”

Roubina Tchoboian, Head of Global Licensing, Banijay Kids & Family says: “Mr Bean is a global phenomenon which is instantly recognisable just about everywhere and, with a new animated series on the way, the brand continues to go from strength to strength. Bringing in the expertise of Bulldog, we have an ambitious licensing programme that is perfectly timed for our existing fanbase and a whole new generation of fans – and we’re thrilled to welcome these deals with two leaders in their fields.”

Bulldog MD Rob Corney adds: “Mr Bean has been enormously popular from his very first appearance in 1990 to the present day and this high level of awareness will drive an expanded licensing campaign that will be very popular with consumers of all ages. Whitehouse Leisure and Posh Paws International have been quick to build on the brand’s massive appeal and many other potential licensees are already showing a strong interest in this unique brand. We’re thrilled to be working with these leading names in toys and gifts and looking forward to bringing this classic character to many new categories.”