Beano Studios is launching Beano for Brands, a kid-first consultancy for brands wanting to engage with older kids, Generation Alpha and their parents.
Utilising the same kind of research employed to keep Beano comic lively for its target audience, Beano for Brands will aim to solve client briefs, using unrivalled kids’ insight and market testing gleaned from exclusive qualitative and online research, content creation, and brand partnerships across the multichannel Beano portfolio or white-labelled for their brand’s own use.
“Making the move from kids media owner to a kid-first consultancy is a natural next step for Beano Studios,” says Iain Sawbridge, Beano Studios’ Chief Content & Digital Officer, who will head-up Beano for Brands, “which in just two years has reinvented the 80-year-old brand from a comic to an international multimedia studio; winning 14 major industry awards, an International Emmy nomination and launching Beano.com, now the UK’s fastest growing kids’ site with a monthly network reach of five million”.
“Understanding kids is at the heart of everything we do because we listen to them every day,” added Hayley Granston, Managing Director, Commercial at Beano. “We can help brands tap into the changing rules of today’s kids’ behaviours, and their role in the household, both in their native digital landscape and everyday life. We will help clients who need to engage with this unique audience by enabling them to ‘think more kid’.”
“We’re working with a range of brilliant brands who came to us to tap into our content creation abilities,” Iain explains, “and were then intrigued by just how much more we could offer them because of our wealth of insight and award winning creative and technical skills”
Beano Studios has already delivered a string of successful brand partnerships, from Stella McCartney and Ted Baker, to David Walliams/Harper Collins and with YoungMinds; the UK’s leading charity fighting for children and young people’s mental health.
This bold creative partnership saw Beano myth busting videos and quizzes about dealing with anxiety and starting secondary school for 11-12 year olds as well as character focused comic strips such as “Mandi and her Mobile” all focused on reaching the charity’s target audience in a fresh tone of voice.
“Beano for Brands will continue to work with brands that are obviously in the kids’ space – such as toys, gaming, publishing, and film,” added Hayley, “but increasingly we want to work with less obvious family brands that need to understand today’s kids to drive success with families, including everything from financial services, to technology, sustainability and cultural institutions.”
• Beano is online at www.beano.com