Beano Studios bags drinks promo with Happy Monkey

On-pack tie-in is promoting TV series Dennis and Gnasher: Unleashed.

Beano Studios has secured a new partnership with Happy Monkey Drinks, with an on-pack tie-in to its TV series Dennis and Gnasher: Unleashed.

A quarter of a million Happy Monkey drinks will be redesigned to feature Dennis and Gnasher from the show and will appear in major supermarkets nationwide from late August, in time for back to school.

The DGU-branded packs will direct kids towards a bespoke online treasure hunt, created on Beano.com, and offer kids and families the chance to win Dennis & Gnasher: Unleashed themed prizes, including goody bags, Beano rucksacks and key rings, and tickets for a family of four to the Dennis & Gnasher: Unleashed Musical premiere in 2020.

Happy Monkey will promote the competition across its Strawberry and Banana and Orange and Mango drinks, as well as its digital channels.

“Beano Studios’ work on encouraging kids to eat more healthily made them an ideal ally in growing even further awareness of our brand of healthy, sustainably-sourced drinks for kids,” said Simon Gray, head of communications at Happy Monkey. “Our competition is a dream partnership between people who want the best for kids, and understand their inherent sense of mischief.

“The treasure hunt will be an extra layer of fun for families and kids, all the while encouraging them to eat healthily and responsibly. We also can’t wait to see the musical.”

Vanessa Andreis, IP partnerships at Beano Studios, added: “We’re always looking for partnerships that will resonate with kids, especially with brands that help kids stay healthy and have a sense of fun. So we’re delighted to partner with Happy Monkey, with its Rainforest Alliance seal and no-added sugar drink range, to promote Dennis & Gnasher: Unleashed.

“We’ve created a fun competition with bespoke content that should be really engaging for kids and their families, and we wish our treasure hunters good luck.”

Want to read more news like this? Simply sign up to our daily digest in the box below. You can also follow @LicensingSource on Twitter.

MORE NEWS
LFRD24500x500
 
Licensing for Retail Day survey highlights retailers most excited to work with toy/preschool/kidult brands in 2024; Customer acquisition and loyalty, plus diversification viewed as biggest benefits....
MMixlings500x500
 
Under the three-year contract, Sambro will support the expansion of the Magic Mixies universe with the creation of a compact range of new novelty products....
MarvelWeetabix500x500
 
Weetabix has teamed with Marvel on a new family-focused collaboration with the aim of promoting healthier snacking for kids....
Sandersonlogo500x500
 
The luxury interior design and furnishings group is to move its head office later this year to West London to a listed building that opened in 1902 as a wallpaper factory for Arthur Sanderson & Sons, the forerunner of the Sanderson brand....
EdStaffordOlpro500x500
 
In a new venture into extreme outdoor exploration, Brandgenuity has brokered a deal between adventurer Ed Stafford and B-Corp certified camping brand, OLPRO....
CardzoneClintons500x500
 
The greeting cards industry has reacted positively to the acquisition of Clintons by Pillarbox Designs, the parent company of Cardzone....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.