The Beano

Beano Studios is a diverse entertainment group spanning TV, digital content, events, consumer products, partnerships, a comic and an annual, which defines itself by the varied opportunities presented by kids.

By its nature, Beano Studios is a strongly demographic-led brand, targeted at the lower end of Gen Z and ‘Gen Alpha’ – children born in 2010 onwards. It has set up a data, insight and creativity loop which informs all its daily output. Called the Beano Brain, this approach analyses segments of kids and parents, and the ways they intersect with each other. CMO Iain Sawbridge explains that the child segmentation is driven by what influences their media behaviour, whereas the parental segmentation is defined by their parenting approaches.

There are occasions when Beano Studios specifically targets parents with cheeky stunts that tap into their latent love of the brand. In April 2018, for example, it served a cease-and-desist letter to Conservative MP Jacob Rees-Mogg for…