Banijay Kids & Family, a global leader in children’s entertainment, behind hit shows such as Totally Spies! and Mr Bean: The Animated Series, today announces a strategic brand partnership between the globally recognised character Mr Bean and iconic British baking brand Homepride. Launching September 2025 and running through to January 2026, the campaign brings together the two household names in a high-impact UK retail initiative, designed to drive consumer engagement and deliver standout shelf presence.
Over one million limited-edition Mr Bean-branded packs of Homepride plain and self-raising flour will be available in supermarkets across the UK, featuring Mr Bean’s unmistakable humour and visual appeal. Central to the campaign is a nationwide competition offering prizes including a family cooking class experience and exclusive Mr Bean and Homepride merchandise. The initiative is supported by a fully integrated marketing strategy, including a dedicated landing page on Homepride’s website and a playful social media campaign running throughout the promotional period. Retail support includes the release of a limited-edition collector’s flour tin, offering fans a unique keepsake that celebrates the collaboration.
Hannah Clarke, senior brand & marketing manager, Banijay Kids & Family says: “This partnership leverages Mr Bean’s cross-generational appeal and Homepride’s trusted heritage for a campaign that is bursting with personality and retail potential. It’s a fantastic opportunity to spark family fun in the kitchen and brings a touch of Mr Bean’s unmistakable charm and humour to the baking aisle.”
Homepride’s brand and marketing manager, Rosanna Parker added: “Bringing together two British icons for this campaign promises to create memorable baking moments. Fred, Homepride’s bowler-hat wearing leading man has had a place in the nation’s hearts for over 60 years and his cheeky personality is a perfect match with Mr Bean.”
2025 marks 35 years since Mr Bean first hit screens. It has been broadcast in 200+ territories, with the series in continual distribution for 35 years. Co-created by Rowan Atkinson and Richard Curtis, the eponymous hero was played by Rowan Atkinson, who now voices the globally successful animated series. Produced by Tiger Aspect Kids & Family (part of Banijay Kids & Family), Mr Bean: The Animated Series launched in 2002 and returned for a new, fourth season this year.
Led by Benoît Di Sabatino, Banijay Kids & Family is part of content powerhouse Banijay Entertainment. Its dedicated marketing division is responsible for setting and executing the business’ overall global brand strategies and amplification for its standout portfolio of titles.
