Mr Bean licensing campaign announces master publishing licence

In a highly significant new addition to the fast-growing licensing campaign, independent licensing agency Bulldog Licensing, which has been appointed by Banijay Kids & Family as UK and Ireland licensing agent for Mr Bean, has announced a major new licensee for the iconic comedy character.

Hachette Children’s Group has been appointed as master publisher for both the live action and animated versions of Mr Bean.

Plans for the publishing programme are already well advanced, with the first titles expected this year. The programme includes a search and find book in which readers look for the legendary character in some very busy and crowded situations, a joke book, and a range of comic books.

The planned comic books will take their inspiration from the wildly successful animated adventures of Mr Bean. The fourth and latest, Mr Bean: The Animated Series (produced by Tiger Aspect Kids & Family) launched in Q2 2025. Executive produced and voiced by Rowan Atkinson, it airs on multiple platforms including ITVX and Boomerang in the UK. The first two comic books will be available from April 2026, with two more coming in August 2026.

Search and find titles have rocketed in popularity in recent years with Hachette boasting many bestselling titles, all of which focus on popular themes among children and parents with beautiful, full colour illustrations. The Mr Bean Search and Find book will arrive at bookshops in September 2026.

Further books planned by Hachette include joke books, colouring and activity and sticker books. All have a target audience of seven years and up.

Hachette was founded in 1846 and today is a globally known name in publishing containing multiple divisions, each with its own distinctive personality. Hachette Children's Group is one of the largest children's publishers in the UK, with an excellent track record in creating bestselling and award-winning books for children. The Group aims to cater for every child and inspire a lifelong love of reading.

Mr Bean tries to solve apparently minor problems presented by everyday tasks and usually causes major, and hilarious, disruption in the process. The visual and often non-verbal comedy that has driven the character since his debut 35 years ago has ensured there have been no language barriers to a success that has brought Mr Bean high awareness and enormous popularity in more than 200 countries.

He has starred in a live action show, four animated series and two movies and has a vast online presence that has attracted nearly 250 million subscribers across social media platforms and includes the biggest Facebook page in the world for a film and television character.

Bulldog Licensing is pursuing new and expanded opportunities for the property in kids’ and adults’ markets, focusing on both the iconic original series and the highly popular animated series.

Imagery from both live and animated formats informs a licensing campaign which targets multiple categories including (to name only a few) homewares, stationery, t-shirts, toys, collectables, bags, greetings cards, food gifting and amusement plush.

Leah James, Publishing Director, Hachette Children’s Group, says: “The highly visual, very colourful Mr Bean is an obvious fit for children’s publishing. He’s also one of the most recognisable characters in the world, with a strong and enduring fanbase. We are looking forward immensely to bringing his unique comedy to what we are sure will be a massively successful range of books.”

Roubina Tchoboian, Head of Global Licensing, Banijay Kids & Family, says: “Mr Bean had an exceptional 2025 as a leading licensed entertainment brand and this new partnership exemplifies the brand’s strength and enduring appeal. 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.”

Bulldog MD Rob Corney adds: “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 programme. 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.”