Echoing the hugely successful promotion for the The Beano on London’s South Bank last year, DC Thomson’s most famous comic characters will be taking over London’s iconic St Pancras International in the run up to Christmas, as part of an ongoing promotion for DC Thomson’s The Beano 2015 annual, which features the station on its cover.
For the 13 weeks before the festive season, the station will feature new graphics in an exhibition covering the history of the annuals, the Beano lettering, character appearances and workshops with artists. As Christmas approaches, the station will be decorated with a Beano-themed Christmas tree.
The party starts on Monday 20th October and runs through to Monday 5th January 2015. Various activities taking place include:
- A specially curated exhibition chronicling past annual covers from as far back as 1939
- Interactive photo boards that give you the chance to feel as though you are taking a starring role in the comic
- A one of a kind Dennis the Menace inspired black and red table tennis table, Table Dennis, so you can test your table tennis metal against friends and family
- Hang out with the cool crowd by meeting the comic’s most famous resident – Dennis the Menace – face to face as they wander the station causing chaos
The October half term also signals the chance to meet one of The Beano‘s illustrators through a series of master classes.
Tim Collins, head of brands, DC Thomson, speaking ahead of the Brand Licensing Expo this coming weekend, says the partnership with the station’s owners, HS1 Ltd., aims to provide an immersive marketing experience that will “help to propel the new Beano annual to the number one spot this year.”
“A new Beano annual is always an event and each year we create all new content and have more pages than many other annuals in the market. The 2015 annual looks fantastic and we have every confidence that it will be a massive hit again this Christmas.
“There is a huge affection for this iconic brand in the UK and after more than a year in the making, we’re really excited to be able to finally unveil this exclusive partnership with St Pancras International to support the nation’s favourite annual.
“A popular travel and shopping destination, the station sees thousands of children and families visit the station every day, so it’s a real privilege to be able to offer a unique Beano experience for young and new fans of all ages at such a key period.”
“Being the backdrop for this year’s The Beano annual is a great honour for St Pancras International as it highlights the station to a wide audience and also brings together two iconic British institutions,” added Wendy Spinks, the commercial director, HS1 Ltd, which also owns the Channel Tunnel.
“The station takeover by The Beano will definitely cause excitement amongst our visitors, allowing everyone the opportunity to come to St Pancras and experience the mischief of Dennis the Menace and the Bash Street Kids as well as allowing them to take a step back in time with the exclusive The Beano annual cover exhibition.”
Designed by William Barlow, St Pancras International originally opened in 1868 and for its time was an engineering marvel – it was the largest enclosed space in the world and provided the grandest entrance into London.
Almost 150 years later, after a £800m restoration project, it reopened in 2007 and has set new standards for railway stations. It boasts more shops than any other British railway station, has its own fresh produce market, the longest Champagne Bar in Europe and a Gastro Pub and its own Fortnum and Mason and Hamleys outlets.
• The new annual features 112 pages of stories and activities and is stocked by all leading retailers