Endemol Shine has signed a new brand licensing partnership of the long-running IP, Mr Bean, with the one of India’s leading brand licensing companies – Black White Orange Brands Pvt. Ltd.

The deal marks the first agency appointment for the iconic brand in India and will see the two companies work hand-in-hand to bring brand extension, creative ideation and merchandise to life.

Mr Bean, a series that has been celebrated for delivering some of the most iconic moments in TV history with a broad and diverse audience across 200 territories, also marks its 30-year anniversary in 2020. The brand continues to entertain new audiences all around the world with success across global digital platforms, hitting a combined digital reach of more than 137 million fans.

Mr Bean 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. Mr Bean is produced by Tiger Aspect Productions.

With continuous global distribution of content, 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. The deal also represents Endemol Shine’s ambition to grow the licensing business in India.

Jane Smith, Group Director, Brand Licensing & Gaming, Endemol Shine Group, says; “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.  Their creative approach to the brand and their knowledge and track record of delivering success in India makes them an ideal partner.”

Adds Mitali Desai, Co-Founder & COO, Black White Orange Brands Pvt. Ltd, “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.”