Beano for Brands snatches deal with Football Association

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The Beano

Barely two months into its existence, Beano for Brands - Beano Studios’ “kid-first consultancy” - has been signed up to support the FA in creating an app to get parents and children kicking a football.

The consultancy, only established in November under the umbrella of Beano Studios, the long-running comic publisher’s dedicated multimedia studio, will work on the sporting body’s SuperKicks app for five- to 11-year-olds.

The app’s goal is to drive learning, play and engagement in football - with more than 150 football and active challenges for parents and kids, plus games and tasks to support an active lifestyle.

The Beano, which has been publishing and popular consistently since 1938 - making it the country’s longest-running children’s comic - established Beano Studios in 2016 with the aim of future-proofing its activities.

It covers “digital content, TV shows, theatrical projects, consumer products, [and] creative partnerships” to diversify the comic studio’s portfolio. 

The FA has made significant efforts to engage bodies that can help them reach a more varied audience, including Disney, with which they created the 'Dream Big Princess' initiative.

Georgina Lewis, head of marketing at The FA, said: “The Beano Studios combination of strategy, deep insight, content that kids love and an expertise and heritage of storytelling made them our perfect partners.”

Hayley Granston, Managing Director, Commercial at Beano, said: “The FA SuperKicks app is a perfect example of how Beano for Brands can help clients really engage with kids. We’ve really enjoyed working with The FA from initial insight-driven planning and testing, through brilliant content creation and delivering the marketing materials for launch.

“We are uniquely placed to do this for brands because everything we produce is created with a kids’ first mindset. We understand kids because we listen to them every day and know how to make the content they love and want to keep coming back to for more.”

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