Bulldog Licensing has secured a major addition to the expanding Mr Bean licensing campaign, naming Hachette Children’s Group as master publisher for both the live-action and animated versions of the iconic comedy character. Bulldog Licensing, an independent agency, serves as the licensing agent for the U.K. and Ireland for Mr Bean on behalf of Banijay Kids & Family.
“The highly visual, very colourful Mr Bean is an obvious fit for children’s publishing. He’s also one of the most recognizable characters in the world, with a strong and enduring fan base,” says Hachette Children’s Group Publishing Director Leah James.
Publishing plans are already underway, with the first titles expected to launch this year. The initial program includes a search-and-find book, a joke book, and a range of comic books inspired by Mr Bean: The Animated Series. The fourth season of the animated series launched in 2025 and is produced by Tiger Aspect Kids & Family, with Rowan Atkinson serving as executive producer and voice talent. The series airs on multiple platforms, including ITVX and Boomerang in the U.K.
“Mr Bean had an exceptional 2025 as a leading licensed entertainment brand, and this new partnership exemplifies the brand’s strength and enduring appeal,” shares Banijay Kids & Family’s Head of Global Licensing, Roubina Tchoboian. “Working with Hachette Children’s Group is a significant evolution for this much-loved property as we continue to diversify the franchise with premium brand extensions.”
The first two Mr Bean comic books are scheduled to debut in April, followed by two additional titles in August. A Mr Bean search-and-find book is planned for release in September, joining a broader slate that also includes coloring, activity, and sticker books. All titles are targeted at kids ages seven and up. “We are looking forward immensely to bringing his unique comedy to what we are sure will be a massively successful range of books,” adds James.
The agreement builds on Mr Bean’s longstanding global appeal. Since debuting 35 years ago, the character has appeared in a live-action series, four animated series, and two feature films, achieving popularity in more than 200 countries. The franchise also maintains a substantial digital footprint, with nearly 250 million subscribers across social media platforms.
“Mr Bean first appeared 35 years ago and remains as popular as ever, inspiring both a new animated series and incredible sales across the merchandising program,” says Bulldog Licensing Managing Director Rob Corney. “The publishing category is always important, and we’re delighted to be working with one of the most respected names in the business to bring this iconic character to multiple book formats.”
Bulldog Licensing continues to pursue expanded opportunities for the property across both children’s and adult categories, with publishing positioned as a key component of the broader licensing strategy.
Learn more at bulldog-licensing.com.
