The Beano is an old institution for young kids. Founded in 1938, the business began as a comic book, and has continued to sell impressively well into the digital age. At the same time, it has grown and metamorphosed into a digital product, a reaction to the industry-wide decline in print sales. Having launched a property and studios for creating its own shows – notably Dennis & Gnasher Unleashed, a CGI update of its most famous characters – the company is now opening up its content and capabilities to brands, with the introduction of Beano for Brands.

Why now? Two reasons, explained Iain Sawbridge, chief marketing and digital content officer, speaking at the launch of Beano’s new offer. First, the business has experienced overwhelming interest from brands in its strategic insights and in its content capability. Creating a separate entity to work for this audience was a clear opportunity. At the same time, children today are incredibly demanding of any content offer – the Beano makes TV programmes and brands are seeking specialists in this area.