151 Products wins licence with Beano and Dandy comic publisher for car care line

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New Dennis and Gnasher car air fresheners

New Dennis and Gnasher car air fresheners

151 Products – a leading UK supplier of value household items – has secured a licence agreement with the Beano and Dandy comics publisher, DC Thomson.

The Manchester-based company has signed a two-year contract with the Scottish publishing house – made famous across the world for its much-loved cartoon characters and TV animation series from its Beano & Dandy comics – including Desperate Dan, Dennis the Menace and Gnasher and Bananaman.

151 Products will design, develop and produce a range of car air fresheners under The Beano, The Dandy and Bananaman brands. The products will be available as both hanging cardboard and sticky gel car air fresheners, coming in a variety of scents, including Vanilla, Berry Blast, Coconut and Banana.

Richard Shonn, managing director of 151 Products, said: “DC Thomson is an iconic company that has instantly-recognisable brands that appeal to both adults and children alike.

“The two-year contract will enable us to develop a range of car care products, which will be based on some of the company’s most prized characters. It will offer retailers a fun and popular range that perfectly fits into a market that continues to go from strength-to-strength.”

In 2015, the global air fresheners market is forecast to have a value of $9.1m– an increase of 18.2% since 2010.

Beano licence

Beano licence

Ian Downes, at The Beano’s licensing agency, Start Licensing, said: “The Beano and The Dandy have established themselves as the UK’s most popular comics known by generations to guaranteed to provide fun and laughter withnationwide recognition and appeal – we try to seek out partners and products that reflect this. We feel that car air fresheners are a good category for the comics and characters like Dennis the Menace and Bananaman to appear in.

“The way in which 151 Products has developed the products is excellent and it captures the brands really well. Its design work is very impressive. We are confident that this range will perform well and be a welcome addition to The Beano & Dandy licensing programme.” 

The DC Thomson agreement follows hot-on-the-heels of a high-profile licence with soft drink giant, Britvic. Earlier this year, 151 Products launched its second ‘Tango’ themed product to the market.

Under the two-year licence agreement, 151 Products will use the Tango brand across a range of car air fresheners, incorporating four flavours – orange, apple, cherry and lemon. The car air fresheners follow on from a range of Tango shower gels that were announced in November 2012.