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Banijay Brands unveils new licensing deals in Asia

New deals secured for Mr Bean, MasterChef and Simon’s Cat ahead of the region’s week at Festival of Licensing.

Banijay Brands has revealed a range of new licensing agreements for Mr Bean, MasterChef and Simon’s Cat in Asia, ahead of the region’s week at Festival of Licensing (October 14-15).

This year British comedy star Mr Bean celebrates 30 years of continual distribution and to mark the occasion, Banijay Brands has partnered with Bzmedia to open licensed bubble tea stores in China, where up 22 stores have launched across various cities and further expansion expected.

The company is joining forces with Hong Kong-based manufacturer and distributor, Toyeast, and partnering with BMW to produce a die-cast model of Mr Bean’s classic Mini and plush products based on the iconic character have been renewed with Kin Hsing in Taiwan.

Mr Bean is represented by four agencies in Asia – Asiana, Black White Orange, MediaLink and Empire.

Meanwhile, for MasterChef, a new cookware, tableware and kitchenware range will be available in Indonesia on online retail store for household products, dusdusan.com, in 2021, in a deal with Indonesian company PT Homeco.

The news follows the recent launch of MasterChef handblenders in South Korea with SJ Trend.

Other existing business in the key region includes continued growth for animated hit Simon’s Cat through three agencies – CLICK!, Block 12 and Enpop. South Korean agency Enpop is growing awareness for the brand through a partnership with Samsung for licensed digital accessories such as wallpaper designs for Samsung handset users worldwide.

This follows recent deals in South Korea including Simon’s Cat plush toys with Nooritoys and mobile phone case accessories with OGA Prince, as well as an apparel deal in China with Quanshang. The mischievious cat will feature across various locations of 9 Lives Cat Clinic in Hong Kong in a partnership across three years.

“These extensions for Mr Bean, MasterChef and Simon’s Cat are great examples of how we can offer fans a variety of ways to enjoy their favourite brands beyond the screen,” said Jane Smith, group director brand licensing at Banijay Brands. “This region continues to be significant market for our growth and it’s brilliant to announce these deals at the Festival of Licensing’s Asia week.”

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