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The Beano (formerly The Beano Comic) is a British anthology comic magazine created by Scottish publishing company DC Thomson. Its first issue was published on 30 July 1938, and it published its 4000th issue in August 2019. Popular and well-known comic strips and characters include Dennis the Menace, Minnie the Minx, The Bash Street Kids, Roger the Dodger, Billy Whizz, Lord Snooty and His Pals, Ivy the Terrible, General Jumbo, Jonah, and Biffo the Bear.
The Beano was planned as a pioneering children's magazine that contained mostly comic strips, in the style of American newspaper , as opposed to the more text-based that were immensely popular before the Second World War. In the present, its legacy is its misbehaving characters, escapist tales and anarchic humour with an audience of all ages. Beano is a multimedia franchise with spin-off books and Christmas annuals, a website, theme park rides, games, cartoon adaptations, and a production company.
The Beano is the best-selling comic magazine outside Japan, having sold over 2 billion copies since its inception, and is the world’s longest-running comic magazine and has been published weekly since 1938, alongside its sister comic The Dandy until 2012.
It has had three characters as the mascot throughout the years: Big Eggo (1938–1948), Biffo the Bear (1948–1974), and the current, Dennis the Menace and Gnasher (1974–present).
Overseeing the magazines was the Managing Editor of Children's Publications, R. D. Low, who first joined the company in 1913. Almost a decade into the big five's success, the stories shifted to comedic and included more comic strips, which gave Low an idea of creating a new "big five" which focused on the funnies more than drama. The suggestion was approved; editors Bill Blain and (sub-editor) Albert Barnes of The Wizard and The Hotspur, respectively, joined Low's project. The new team placed a newspaper advertisement into The Daily Telegraph asking for artists and/or comic ideas. With the help of the advertisement responses and employed artists at DC Thomson, The Dandy was published in 1937, the New Big Five's first member. For The Beano (initially called "The Beano Comic" until issue 412), Low received comic strip suggestions by Reg Carter, an English illustrator in Sussex who had created funnies for several British comics and designed humorous postcards. After an in-person interview, Low and Carter planned the front cover for The Beano first issue, eventually creating the character Big Eggo (originally named Oswald the Ostrich). It would be in colour whilst the inside of the magazine would be black and white, a tactic used for The Dandy first issue (black and white stories inside, colourful Korky the Cat strip on the front). Joining the Big Eggo strip would be many funnies, such as Hugh McNeill's Ping the Elastic Man, James Jewell's Wee Peem, Allan Morley's Big Fat Joe, Eric Roberts' Rip Van Wink, Dudley D. Watkins' Lord Snooty and His Pals, and Roland Davies' Contrary Mary. Despite the aim to make a new comic series full of American-inspired comic strips, The Beano also contained short stories, serial fiction and adventure stories similar to the Big Five's magazines; Morgyn the Mighty was previously in The Rover. Tin-Can Tommy and Brave Captain Kipper were reprints, co-produced by the Italian art agency Torelli Bros.
Worth 2d with a free prize of a "whoopee mask", issue 1 of The Beano was released on 26 July 1938 for the 30th, selling roughly 443,000 copies. Like The Dandy, its name is from a Low-led DC Thomson office party called The DB Club (The bean-feast Club). DC Thomson had several office party clubs that hosted different types of staff gatherings to choose from (e.g. The Prancers would hike hills), but Low's DB Club preferred playing golf and dining throughout Dundee. The two magazines also followed the one-word titles of other comics by rival companies, such as Amalgamated Press' Crackers, Sparkler, Puck and some books from its Union Jack series ( Halfpenny Marvel, The Magnet and The Gem); and Target Publications' Chuckler, Rattler and Dazzler. Beano editor-in-chief was George Moonie, former sub-editor of The Wizard, who would be editor until the summer of 1959. He later explained DC Thomson was a competitive company that wanted to make the best children's literature in the United Kingdom, but there was also competition within itself as Beano offices was determined to beat The Dandy popularity.
Comic strips would encourage readers to help their parents and other adults with the war effort, and to be optimistic about the war's outcome. New comic strips mocked Mussolini and propagandist William Joyce, Lord Snooty and His Pals stories would be about the protagonists outsmarting the Axis powers leaders, and other stories would be about characters recycling paper. Big Eggo front covers were often about Eggo pranking servicemen during the Blitz, and Pansy Potter received a medal for single-handedly capturing a Nazi U-boat. Issue 192 would debut a 16-part prose story about a boy and his mother being evacuated to the United States and becoming the enemy of a Chicago gangster's widow.
Issues published weekly every Tuesday in 1938, and when the magazine changed distribution to every two weeks, the day remained unchanged. From issue 366, the day changed to Friday until issue 375 which began the Thursday publication day schedule.
After the war saw a drift away from text stories and adventure comics, with the last text story published in 1955; adventure comics lasted longer with 1975 being the last year to feature them as General Jumbo eighth series drew to a close in issue 1734.
George Moonie resigned as editor-in-chief in 1959 to develop comics for girls. Sub-editor of The Beezer Harry Cramond succeeded Moonie until retiring in 1984, described as the most influential editor in The Beano history. He oversaw new merchandising, high sales, and the thousandth and two thousandth issues. DC Thomson's Beano offices featured on documentary television and Cramond's successor Euan Kerr guest-starred on television for the magazine's 50th anniversary.
A notable revamp was the 50th birthday issue, which had an abnormally larger page count with more coloured sections and printed on wider sheets. A decade later, issues gained eight extra pages with computer-based art. In the 21st century, there were seven changes within a five-year span: logo updates, fonts assigned for certain design roles, and the magazine started using glossy paper.
From issue 3442 in 2008 (and as of 2020), the day the comic was released was changed to Wednesday.
Outside of the magazine, Beanos brand expanded into a multimedia franchise. Theme park tie-ins, a website, spin-off magazines, and animated television programmes starring the popular comic characters (several for Dennis the Menace) became common, keeping The Beano in popular culture. The turn of the millennium began a sales decline and led to friendly rival The Dandy being discontinued in 2012. Eventually, The Beano recovered after the creation of its magazine subscription service, which also shipped internationally.
There have been over a thousand stories throughout the magazine's history told through various ways. Since November 1975, the magazine has contained only comic strips in the style of American newspaper "funnies", but it began with other genres. The last genre to leave Beano was adventure story: short tales eleven-pictures long in text comics format. The stories were either dramatic or Dramedy, but heavily featured hobbies and interests young boys had (war and the military, hunting, sailing, jungle men). They also stood out because the illustrations of backgrounds, animals and human characters were photorealistic. Although artists like Dudley D. Watkins drew for a few series, the most prolific illustrator was Irish artist Paddy Brennan, who notably drew for The Daring Deeds of Sinbad the Sailor, Red Rory of the Eagles and General Jumbo in the 1950s. Comic adventure stories were a hybrid: adventure stories presented as a comic strip.
Prose stories were a page of text with an illustration at the top. Some stories were about animals with artwork by former Big Five illustrator Richard "Toby" Baines, but the longest-running prose character in the magazine's history was Prince Ivor, who first starred in Follow the Secret Hand. The last prose story to appear was Ace From Space in 1955.
Although comic strips have featured in The Beano since issue 1, their contents has changed throughout. Anthropomorphic animals were common stars that would partake in human activities, and the punchlines occurred from the failures to do so. Misbehaving children showed most popular with Lord Snooty and His Pals becoming the first longest-running strip when it concluded in 1991, but the most well known that continue to appear in issues are Dennis the Menace, Minnie the Minx, The Bash Street Kids, and Roger the Dodger. Some adult-starring characters also misbehaved but they were usually portrayed as incompetent, notably Jonah. In the late 20th century, merging comic strip characters in the same vicinity became common in the franchise, such as the video game Beanotown Racing, but characters living together in "Beanotown" became a prominent feature of comic strips into the present.
Due to the initial target audience of The Beano being schoolboys, masculine interests, hobbies, and values dominated issues constantly. Aside from aforementioned adventure stories and comedic characters, there were cowboys, aliens, kings, the supernatural, fantasy creatures (and talking animals), and men whose lifestyle or jobs require physical strength (despite the story making their careers incidental). The Beano alternated between mocking or idolising these characters through story formats; wealthy characters causing mischief, caring about their families or being shown underprivileged lives made the working-class audience relate and sympathise with them. Female characters were usually supporting a male character, joint protagonist with a male character, or the antagonist. Prose stories starring girls and women were about the protagonist searching out the truth to a secret, usually over a friend's/family disappearance, or they were witches cursing or tormenting the male protagonists. Female comic characters were also in supporting roles with or join-protagonist with a male character, but the starring characters notably had binary stereotypical traits: drawn as tall and flowy, Swanky, Lanky Liz is obsessed with fashion and makeup and acts vain and snobbish, whereas Pansy Potter, Minnie the Minx and Toots from The Bash Street Kids share the round-faced and snub-nosed art style of the boys in their stories and are unruly (in Pansy Potter's case, showcases the strength she inherited from her father). Non-White characters starred in their stories either set in Africa, Asia, or South America, or were about the character adapting to a new life in the United Kingdom.
Stories used to vary in length and layout, but in 2012, The Beano debuted a chapter called Funsize Funnies where shorter comic strips shared some pages. In some instances, these extremely short strips were brand new ( Stunt Gran, BamBeanos, BSK CCTV, Gnash Gnews, Winston), but others were tiny reboots of older comic strips that the new audience could not recall reading before. Quiet reboots included Simply Smiffy (cancelled 1987), Rasher (cancelled 1995), Little Plum (cancelled 2007), Les Pretend (cancelled 2007), Baby Face Finlayson (cancelled 2005), Biffo the Bear (cancelled 1999), Pansy Potter (cancelled 1993), and Lord Snooty (cancelled 1991).
Temporary chief editors:
During the 25th anniversary of Dennis the Menace, The Dennis the Menace Fan Club was formed. The fan club was instantly popular, recalls Euan Kerr in 1984; "The club enrolled over 2000 new members every week, well into the 90s." Membership was 30p, and new members received a membership card full of classified communication tactics and two badges: a red one with Dennis' face on the front and a furry one of a googly eyes Gnasher face—the latter was the most sought-after badge in the club's history. For two years, there was a tie-in agony aunt page called Dear Dennis (issue 1679–1767) where fan club members sent Dennis their problems that Dennis would reply to in the following issue; thousands of letters would arrive at DC Thomson per week and the authors of the messages would receive prizes. The club would be renamed The Beano Club, which ended in 2010, but had over 1.5 million members. A spin-off was introduced called Gnasher's Fang Club, and Gnasher would ask readers to send him stories about their pets' adventures which could be printed into the next issue. "The mailbag of little drawings of pets was several thousand per week," remembers sub-editor Morris Heggie. "And the popularity lasted and lasted."
The 21st century celebrated anniversaries with more memorabilia. For The Beano 70th birthday, DC Thomson published The Beano Special Collectors Edition: 70 Years of Fun (2008), (2025). 9781845352677, DC Thomson. ISBN 9781845352677 and The History of The Beano (2008) was published by Waverly Books, both documenting the magazine's history; two exhibitions at the University of Dundee ( Happy Birthday, Beano!) and The Cartoon Museum ( Beano and The Dandy Birthday Bash!) showed the public private DC Thomson artwork and the history of the magazine. For 2018, readers could buy a box for the 80th anniversary containing posters, reprints of selected older issues, and two books updating the previous documentation of the magazine's history, as well as Minnie the Minx origins. Both anniversaries had tie-in museum exhibitions that also told their audiences the magazine's history. Limited-edition figurines from Robert Harrop were available to buy from their official website in late 2008. The 21st century also began Beano branching into different mediums: their first website, Beanotown.com, formed in 2000, and Chessington World of Adventures opened Beanoland in the same year. Both would later discontinue but Beanotown.com would be revamped as beano.com, a website full of games, Beano secrets and other activities for children. Gulliver's Travels opened the Beano 6 Super Ride in May 2021. The Beano was also the face of the United Kingdom's 2018 Summer Reading Challenge, called Mischief Makers, which included a special Dennis the Menace novel tie-in called Dennis the Menace and the Chamber of Mischief by Beano artist Nigel Auchterlounie. The Dennis the Menace Fan Club was re-launched as a phone app, rebranded as The Dennis and Gnasher Fan Club, and allowed readers free membership, printable badges, and pranks. On television, the Sky Kids show SO Beano! aired; a TV show with special guests, children presenters, and fun and games, in a similar style to Friday Download and Scrambled!
The Beano Specials returned in 2003, and are now published seasonally. The issues were numbered, and the first one was a Dennis and Friends special, the last a Christmas reprint special. These were replaced by BeanoMAX in early 2007.
The comic revealed Plug's full name to be Percival Proudfoot Plugsley and also gave him a pet monkey by the name of Chumkee. Plug's strip was mostly drawn by Vic Neill but other artists, including Dave Gudgeon drew some later strips. Other strips included Antchester United, Violent Elizabeth, Eebagoom, Hugh's Zoo and D'ye Ken John Squeal and his Hopeless Hounds.
The venture was unsuccessful, in part because the comic cost 9p, with the Beano at the time only costing 4p and most of its rivals priced similarly. It merged with The Beezer on 24 February 1979.
Michael Stirling, former chief editor, returned as head of the Dundee studio, with Jodie Morris, James Neal, Nigel Pickard, and Emma Scott joining in key roles. The website beano.com offers games, news, videos, and content that appeals to children and nostalgic parents alike, drawing over two million annual visitors. This online presence contributed to a 10% rise in comic sales by 2018.
Beano Studios quickly expanded its reach with the popular CBBC series Dennis & Gnasher: Unleashed! in 2017, which aired in over 90 countries and earned an International Emmy nomination. Building on this success, Beano Studios pursued new projects including a live-action Minnie the Minx show, another Dennis the Menace adaptation, and a Bananaman cartoon in collaboration with Fox Entertainment.
Like The Dandy, The Beano is a definitive part of British pop culture. "It's refreshing to see how the zany principles that made it such a hit all those years ago have remained to this day." writes Coventry Evening Telegraph. Beano annuals are the most popular Christmas annual sold, and old issues sell for thousands at auctions. Lord Snooty is often used as a pejorative in British politics. DC Thomson considers the 1950s Beano golden age possibly because of many commemorations based on the strips that first appeared from that decade: Dennis became the literal and metaphorical mascot of the magazine, his increasing popularity making him the last consistent cover star and his strips spawning three BBC animated adaptations; Minnie and the Bash Street Kids have a statue and a street named after the strip, respectively. The "anarchic" humour is credited as the key to the magazine's longevity, as well as its refusal to be condescending to its readers: " The Beano may have changed since the '30s but has always maintained its anti-authoritarian stance and steadfast refusal to treat children like idiots," theorised Morris Heggie.
The magazine is cited as an inspiration to many readers. Beano artists Emily McGorman-Bruce, Zoom Rockman, Jess Bradley, and Barrie Appleby were avid readers of the magazine and/or its annuals before they became creators of its new strips. Meanwhile, The Beano inspired comic artists Jay Stephens, Carolyn Edwards (Titan Comics) and webcomic creator Sarah Millman ( NPC Tea, The Heart of Time) to either work in the creative industry or create their own stories. Alan Moore theorised the magazine influenced numerous British comic artists into reimagining American comics in the 1980s by pioneering the Dark Age. Guest chief-editors Nick Park, David Walliams, Joe Sugg, and Harry Hill are also fans of The Beano, with Park admitting "My dream job was always to work on The Beano and it's such an honour for me to be Guest Editor."
Notable famous members of the old Dennis the Menace/Beano Club include Auberon Waugh, Mike Read, and Mark Hamill, as well as honorary members Paul Gascoigne, and Princes William and Harry. Chris Tarrant cited Dennis as his role model when he was a child, and Paul Rudd revealed Roger the Dodger was his favourite strip. Stella McCartney created tribute fashion to both The Beano and The Dandy, explaining they were "a huge part of my childhood" and wanted to celebrate "the next generation of Beano fans with a sustainable and practical range for kids who still share that ‘Beano’ spirit of these iconic characters". In music pop culture, the album Blues Breakers with Eric Clapton is nicknamed "The Beano Album" because Eric Clapton is holding issue 1242 on its cover.
Readers participated in the magazine's record-breaking stunts. In 1988, 100 children helped Euan Kerr and Beano scriptwriter Al Bernard recreate the front cover of issue 2396 on Scarborough Beach with Hann-Made Productions. It was awarded the Largest Comic Strip at 39950 square feet. Beano 2018 comic competition to celebrate the opening of V&A Dundee was awarded the biggest competition to finish a comic strip with 650 participants.
Along with Nick Park's guest editor issue, the 70th anniversary coincided with Gnashional Menace Day, a CLIC Sargent-partnered event where readers could be sponsored "behaving like Dennis" for charity.
Some changes were to not convince readers bullying was acceptable. Dennis and Gnasher's constant targeting of passive, diligent Walter "the Softy" (who was also a knitting and flower-picking hobbyist) was accused of encouraging playground homophobia, so it was toned down. Walter was also rewritten to be a bit less soft, becoming more antagonistic and stood up to Dennis sometimes, eventually having his first girlfriend. Fatty from the Bash Street Kids was renamed Freddy (his real name) in 2021, causing backlash from former readers, including then government minister Jacob Rees-Mogg who accused the change of being "publicity-seeking". Former chief-editor Mike Stirling explained it was due to fan letters from young readers asking why he was nicknamed so: "although it's always been used affectionately, and never pejoratively, we agreed it's time it changed." A News of the World report contained accusations of Uh Oh, Si Co! encouraging readers to mock children with anger issues or mental illness, which caused the strip to be cancelled.
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