Dalian Talent Group, the leader in branded and private label candles, home fragrance and personal care products, has announced a three-year global licensing partnership agreement with Banijay Kids & Family to launch a brand-new, affordable, exclusive branded range of Mr Bean candles and car air fresheners.
The collection, inspired by the globally beloved British character, Mr Bean, will be officially available in stores and online from June. Featuring the character’s iconic facial expressions and comedic style, the range captures the fun, visual humour of Mr Bean and brings it to life in a stylish and scent-filled format for the home and car.
The licensing deal was facilitated by Banijay Kids & Family’s UK agent Bulldog Licensing. The companies were looking to extend the Mr Bean universe into new consumer categories and Dalian Talent Group’s expertise in launching global brands proved key to their decision making. Established in the UK in 1997, Dalian Talent Group is the leader in design, manufacture and distribution of branded and private label candles, home fragrance and personal care products.
Hamish Morjaria, CBO of Dalian Talent Group, commented: "Dalian Talent Group was specifically looking to add an established global brand to our portfolio, one with high awareness, loyal fans, and wide international reach. Not only is Mr Bean a globally iconic brand with extremely positive affinity; it also offers an instantly recognisable comedic identity that opens up fresh creative territory for home fragrance. We’ve had a lot of fun developing this range and keeping it affordable for the masses."
The launch is perfectly timed with Mr Bean's 35th anniversary. First airing in 1990, Mr Bean has remained in continual distribution for 35 years, broadcast in over 200 countries. Co-created by Rowan Atkinson and Richard Curtis, the live-action series catapulted the character to global fame. Since 2002, the brand has continued to grow through Mr Bean: The Animated Series, with its highly anticipated fourth season executive produced and voiced by Atkinson, and produced by Tiger Aspect Kids & Family (part of Banijay Kids & Family), launching May 1st, in partnership with Warner Bros. Discovery and ITVX, through deals agreed by Banijay Rights.
Roubina Tchoboian, Head of Global Licensing, Banijay Kids & Family added: “As we celebrate the brand’s 35th anniversary, we, alongside partners such as Bulldog, have secured a raft of premium partners to expand the brand’s presence beyond the screen. The team at Dalian Talent Group has perfectly captured the essence of Mr Bean in both design and fragrance, for a fun and original premium product line.”
Highlights from the collection include:
● Mr Bean scented candles – Wick candles in delicious, playful scents including vanilla & lime, black cherry and blueberry & vanilla.
● Mr Bean special scented candles – ‘Long live Mr Bean’ an iconic British design with Amber & Oud fragrance and Mr Bean’s ‘Merry Beanmas’ with a festive cranberry, orange & cinnamon scent.
● Mr Bean car air fresheners – infuse your commute with personality and scent, complete with character quotes and visuals in fresh fruity flavours along with that ‘new car smell’, vanilla, dark ice and fresh cotton.
With Mr Bean boasting more than 23 billion views and 76 million subscribers on YouTube, the brand remains one of the most successful comedy franchises of all time.