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Mr Bean partners with Black White Orange in India

Deal marks the first agency appointment for the iconic brand in India.

Endemol Shine has secured a new partnership for Mr Bean with Black White Orange Brands – marking the first agency appointment for the classic brand in India.

The deal will see the two companies work hand-in-hand to bring brand extension, creative ideas and merchandise to life.

Mr Bean – which has a broad and diverse audience across 200 territories – is also marking its 30-year anniversary in 2020.

It continues to engage new audiences, with success across global digital platforms, hitting a combined digital reach of over 137 million fans.

Mr Bean – which is produced by Tiger Aspect Productions – has topped 11 billion lifetime views on YouTube alone and is one of Facebook’s biggest page globally, surpassing 98 million fans on the platform. The brand has also grown from the original live action series to the new animated show, which sees Mr Bean and Teddy embark on new adventures together.

The new deal will see Black White Orange explore new and innovative brand licensing opportunities for Mr Bean in India, to drive growth in the ever-evolving market. It also represents Endemol Shine’s ambition to grow the licensing business in India.

“Mr Bean has a huge fan base in India and we are delighted to be partnering with Black White Orange to bring consumer products into this exciting new territory for the market,” said Jane Smith, group director, brand licensing and gaming, Endemol Shine Group. “Their creative approach to the brand and their knowledge and track record of delivering success in India makes them an ideal partner.”

Mitali Desai, co-founder and coo at Black White Orange Brands, added: “We are excited to have an iconic brand like Mr Bean as part of our portfolio. It continues to receive love from audiences with an enormous digital footprint.

“With live action as well as animation content, the brand lends itself beautifully to various categories like apparel, novelty, consumables and more. We look forward to delivering creative brand licensing opportunities in the coming months.”

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