Bulldog Licensing has announced two new licensing agreements that underline the diversity and wide age range of the brand’s appeal.

Woodle Designs, a leading brand dedicated to crafting top-tier, custom products for dogs, has produced a wonderful collection of Beano-inspired pet harnesses, collars and leads for dogs. The collection, which launched in April, kicked off with the Beano Adjustable Harness, which includes a fabulously colourful and fun Beano-inspired print of Dennis and Gnasher.

Now available in multiple sizes, it is soon to be followed by more products and designs, all of which will be exclusively available via the company’s website.

Ecell, a UK-based manufacturer of officially licensed tech accessories has launched phone and tech accessories, cases and protective coverings, with Beano-inspired designs. Like Woodle, Ecell has used designs inspired by the characters, logos and unmistakeable imagery that have made Beano a market leader for close to 90 years, bringing them to products that protect and personalise devices. The range is available via the company’s Headcase designs store on Amazon.

Woodle Designs, the brainchild of passionate dog lover and entrepreneur Dave Curran, has taken the pet industry by storm since its inception in the summer of 2021, aiming to provide dogs and their owners with a diverse array of top-tier custom products. Woodle offers a vast selection of in-house and bespoke designs that can be personalised to fit the unique personalities of every dog. As well as original designs, the company has successfully branched out into licensed collections in recent years.

It is also committed to ethical practices and durability, most notably in its use of nylon ropes and innovative waterproof BioThane®, a cruelty-free vegan leather material.

For over two decades, Ecell Global has been at the forefront of mobile accessory manufacturing. A US and UK business with over 20 years of experience, it has built partnerships with the world’s most iconic brands to bring fans officially licensed products they love.

Its print-on-demand process means every product is made fresh, eliminating waste while ensuring the highest quality. Over eight million cases have been sold to date.

Both of these distinctive companies are working with a property that itself stands out in its field: the world’s longest-running weekly comic sells a copy every 8 seconds and the brand tops the annuals sales charts every year. Beano has entertained generations of children for nearly 90 years.

The phenomenal brand recognition of Beano has inspired not just a strong comic and annual circulation but also millions of fans and audiences across a range of touchpoints (which includes YouTube, FAST TV channel and an animated TV show on the BBC), not to mention an ever-expanding range of fiction titles and activity books with publisher Farshore. Beano is a gateway into reading for fun, sparking creativity and imagination across all platforms.

Driven by its humour and iconic characters, Beano now has a growing licensing category list that includes publishing, apparel, toys and games, greetings cards, costume characters and dress-up, along with an established presence in location-based licensed events.

And, as these two licensing deals make clear, a growing adult market is now a strong focus of the licensing strategy, which is supported by a comprehensive adult-focused Beano style guide.

With 28 million people from today’s UK population having enjoyed Beano, adults are expected to play an enthusiastic part in Dennis’s 75th anniversary this year, which Beano is marking through a year-long celebration of high-impact activations and marketing moments, and a collection of new products and experiential collaborations. The nostalgic adult audience will also have a big part to play in Beano’s 90th anniversary celebration in 2028.

David Curran, Founder and CEO Woodle Designs, says:

“After the enthusiastic response of our customer base to licensed brands that bring a touch of wit and colour to our range of products for dogs, we were delighted to be asked to work with one of the most recognisable brands in the UK. Dennis, Gnasher and friends will bring more than touch of fun and colour to our customers’ dogs’ accessories – not to mention their dogs!”

Tim Celikkol, Director and Co-Founder Ecell, says: “As a company that transforms fandom into functional art that protects and personalises your devices, we have a strong reputation for building partnerships with the world’s most iconic brands – and The Beano is certainly iconic! This brand is a wonderful addition to our range.”

Bulldog MD Rob Corney says: “The addition of a leading name in custom products for dogs and another in tech products is further proof, if it were needed, of the diverse appeal and powerful awareness enjoyed by the Beano brand across all age groups. Woodle Designs and Ecell have done a marvellous job of translating the fun, excitement and mischief of the Beano to some truly wonderful – and useful – products.”