Beano: A National Treasure

Published by DC Thomson, since July 1938 Beano is the UK's oldest, best-selling, most popular children's comic. It's been read by over 27 million living Brits, selling 2 million copies a week in its heyday.

Beano continued to stay at the top of its market, with a number one annual for 19 of the last 20 years.

Regardless of market share, media consumption was changing dramatically. It was a problem.

Since the late 1990s, the 'engine room' of the Beano brand, the comic, was suffering from the long-term decline in print media sales.

Various initiatives were developed to counter this – a TV show; a theme park tie-in; even a Royal Mail commemorative stamp. But there was no consistency and no overarching brand vision, no greater role in consumer's lives.

Little by little Beano was becoming a brand of the past.