Growth of Mr Bean licensing campaign continues with new deals

Independent licensing agency Bulldog Licensing, which has been appointed by Banijay Kids & Family as UK and Ireland licensing agent for Mr Bean, has announced two major new licensee signings for the iconic comedy character: Blue Tree for food gifting and UK Greetings for greeting cards and gift wrap.

Blue Tree, a supplier of stylish, engaging and contemporary food and alcohol gifts, has launched its first Mr Bean mug and sock set which is available at retail now. A full collection will launch next year, including a breakfast set, and a hot water bottle and sleep mask with hot chocolate and marshmallows set.

Founded in 2001, Blue Tree has become one of the leading specialist gifting companies in the UK, designing, creating, producing and delivering high-quality, stylish, engaging and contemporary alcohol, soft drinks, food and confectionery gift sets to major national retailers. The company also supplies brand owners with premium gifting solutions and limited-edition packaging.

The range from UK Greetings, one of the UK’s best known names in social expression products, with a strong licensed output, will also be inspired by the popular Mr Bean animated show, which will supply the illustrations for a wide range of funny and memorable greeting cards and gift wrap.

UK Greetings is one of the largest direct-to-retail publishers in the country, ensuring that the Mr Bean range will be widely available from autumn 2025 across the UK.

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 more than 200 countries via a live action show, an animated show, two movies and a vast online presence that has attracted nearly 250 million subscribers across social media platforms and includes the biggest Facebook page in the world for a film and television character.

Bulldog Licensing is pursuing new and expanded opportunities for the property in kids’ and adults’ markets, focusing on both the iconic original series and the highly popular animated series.

Among many successes for the campaign has been Whitehouse Leisure’s amusement plush, which is now one of the most popular products in the UK amusement industry.

The fourth and latest Mr Bean: The Animated Series (produced by Tiger Aspect Kids & Family) launched in Q2 2025. Executive produced and voiced by Rowan Atkinson, it airs on multiple platforms including ITVX and Warner Brothers Discovery in the UK.

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

Roubina Tchoboian, Head of Global Licensing, Banijay Kids & Family says: “Mr Bean is continuing to attract a diverse range of licensing partners for whom the strength of the brand, its decades of success, its humour and its iconic visual assets offer strong and attractive selling points. And of course Blue Tree and UK Greetings, both leaders in their fields, are ideal partners for this much-loved property.”

Bulldog Retail Licensing Manager Laury Howat adds: “It’s been 35 years since Mr Bean first appeared on screens and today he is one of the most recognisable characters in entertainment. With a new animated series enhancing his appeal to fans of all ages, it’s an ideal time to build on that success for audiences old and new – and we’re thrilled to welcome Blue Tree and UK Greetings and their wonderful products to the Mr Bean licensing programme.”