Following a thirteen week takeover event at London’s St Pancras International and an extensive marketing campaign in the lead up to Christmas, DC Thomson Consumer Products today confirmed that Beano Annual has secured the No.1 spot, again.
Since launching over 75 years ago, The Beano Annual continues to be a household favourite and has secured the number one spot for 13 out of the last 21 years, says DC Thomson. This year’s Annual cover features star characters Dennis the Menace and Gnasher catching the Beanotown Express train from London’s St Pancras International station.
According to the publishers, The Beano Annual 2015 sold over £1 million in retail sales value in the run up to Christmas, selling over 50% more than the No.2 spot by sales value and beating its rivals such as LEGO, Peppa Pig, Doctor Who and One Direction to the number one position. Additionally, DC Thomson’s classic The Dandy annual also enjoyed further success and reached the No.9 spot at Christmas, an 18% increase from last year in sales volume.
Tim Collins, Head of Brands, DC Thomson comments: “Each year, we strive to make each one of our annuals rich in content and with more pages than any other on the market. The purchase of a Beano Annual is a classic British tradition that has been shared amongst families for many generations, so it’s vital that we continue to meet the expectations of our loyal fans and a real privilege to have that effort recognized this way. We fought off some tough competition this year and with the support of our experiential marketing campaign at St Pancras International, we’re thrilled that The Beano Annual 2015 was a massive success.”