Rugby star Robinson signs Beano tie-in deal

England rugby union star Jason Robinson will be marketed as the Beano’s Billy Whizz in a major tie-up with the comic’s owner DC Thomson.

A range of merchandising will be aimed at the youth market. The range will include clothing and bags and will be available in high street stores by Christmas.

It is also understood that companies with a “speedy” image, such as Kwik Fit, have been approached for tie-ins. Courier and Internet companies are looking at deals.

Robinson and the Beano decided to go into partnership after the rugby icon’s appearance in a June edition of the comic, which coincided with the British Lions tour of Australia.

The licensing and copyright agreement will be jointly owned by Jason Robinson – through sports marketing company Octagon – and DC Thomson comics.

Octagon group director Clifford Bloxham says: “Jason is a leader on the field – now we believe we can build him into a leading brand by focusing particularly on his speed.”

Martin Lindsay, licensing manager for DC Thomson, adds: “It’s great to have Jason on board, he’s one of the best players in the world and has all the credentials that The Beano wants to be associated with.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here