The UK comic book industry has published a bold new strategy to transform the sector into a £500 million economic powerhouse, positioning itself as the primary engine for the UK’s wider creative industries and the birthplace of the next generation of global Intellectual Property (IP) franchises.
In a new report, A Vision for Growth: Unlocking the Potential of the UK Comic Industry, industry body Comic Book UK argues that Britain is sitting on an untapped goldmine of creative potential. Comic and graphic novel sales in the UK hit a historic high of £53.1 million in 2022, with much of the growth driven by a surge in demand for kids comics. In particular, the year on year growth in subscriptions and book sales shown by pioneering UK publishers The Phoenix and David Fickling Books is proof of the significant demand for new comic characters and brands among young people.
However, the domestic industry remains significantly undervalued compared to its international counterparts. With the global market for comics and graphic novels topping $1.9 billion just in speciality comic shops in 2024, the report outlines a comprehensive path to capture a greater share of this market by supporting comics not just as part of the publishing sector but as a foundation stone of the global film, TV, video game and pop culture merchandising industries.
The report, produced through extensive research and interviews with senior leaders at major comic companies and across the creative sector, warns that without systemic change, the UK risks losing out to overseas competitors. It calls for a radical shift in how the government and investors view comics: moving from a niche publishing sub-sector to a vital source of IP that fuels the screen industries, following the successful models of franchises like The Walking Dead and the Marvel Cinematic Universe.
The report outlines the extent of the opportunity:
- A Boom in Demand: Domestic appetite for comics and graphic novels is surging, with sales breaking the £50m barrier in 2022. However, the market is currently unable to fully service this demand, with Japanese Manga currently accounting for the majority of UK comic sales.
- The “IP Engine” Effect: UK creators have been instrumental in global hits like Watchmen, Kick-Ass, Kingsman, and The Walking Dead, yet too often the economic value is realised elsewhere. The report argues that comics act as a low-risk, high-reward “R&D lab” for the screen sector, testing stories and building audiences before expensive adaptations into other media.
- Untapped Archives: The UK holds vast archives of legacy IP that remain under-utilised. The report highlights that the vast majority of UK comic IP is “used once and then put in the archive,” representing billions in potential lost revenue from licensing and adaptation.
Mark Fuller, Chief Executive of Comic Book UK, said:
“The UK has always been a creative powerhouse, but we are letting one of our most valuable assets—our comic book industry—punch below its weight. We are not just talking about books on shelves; we are talking about the fuel for the global entertainment economy.
“Every major streaming service and film studio is hunting for the next big franchise. Our vision is to make the UK the world’s best place to create that IP. By recognising the importance of comics to the success of the wider entertainment industry and securing the right investment, we can turn a £50 million sector into a £500 million juggernaut that drives growth across the entire creative economy.”
The industry is already proving its capacity to deliver on this vision with major new initiatives that bridge technology, heritage, and global entertainment, including:
- Innovating for Global Audiences: In a groundbreaking partnership, createch start-up Comixit and DC Thomson, publisher of the long-running The Beano, have announced plans to bring iconic characters like Dennis the Menace and Minnie the Minx to a new global audience via the booming vertical scrolling ‘webtoon’ format.
- Reviving Icons with Top Talent: New British publisher B7 Comics is launching a revival of the classic British sci-fi hero Dan Dare. This new series of graphic novels features top-tier creative talent known for their work on Star Wars and Marvel superhero comics, showcasing the high-calibre artistry available within the UK.
- From Page to Screen: Demonstrating the direct pipeline from comic strip to blockbuster cinema, Rogue Trooper—a star of the legendary British weekly 2000AD—is set to hit the big screen in a major adaptation directed by Duncan Jones (Moon, Warcraft) and starring a host of Hollywood talent.
The report highlights the commitment to the creative sector already made by the government in its Industrial Strategy and Creative Industries Sector Plan, which aims to make the UK the number one global destination for creative investment. The report sets out a series of recommendations to support the comic industry’s role in the UK’s creative sector:
- Parity in Tax Incentives: The report calls for the extension of Creative Industry Tax Reliefs—currently enjoyed by film, high-end TV, and video games—to the comic book sector. This would de-risk entry to the market, allowing publishers to offer competitive advances and better page rates to creators and invest in ambitious new projects.
- Unlocking Private Investment & Finance: To bridge the finance gap where traditional lending fails, the report recommends tailored guidance on utilising the Enterprise Investment Scheme (EIS) and Seed Enterprise Investment Scheme (SEIS) to attract private investors. It further calls for regional programmes being delivered by Mayoral Authorities to provide accessible growth capital for comic businesses across the country.
- An Export Accelerator: To compete with dominant markets like France and the US, the industry urges the creation of a dedicated ‘Export Accelerator’. This would support small publishers with trade missions and presence at major international rights fairs, where global licensing deals are struck.
- Commercialisation & IP Support: The report calls for tailored business support to help creators and micro-publishers protect and commercialise their IP. This includes legal frameworks that ensure rights-holders, not AI models, benefit from the work.
One of the UK’s biggest comic success stories of recent years has been The Phoenix comic. Since launching in 2012, the weekly story comic has become a much-loved feature of many families, with tens of thousands of weekly subscribers. It has also provided the launch pad for a host of major properties, with spin out series like Donut Squad, and Bunny Vs Monkey which has sold over 2 million copies in the UK alone and is available in around 30 languages.
Tom Fickling, Editor in Chief and Managing Director at The Phoenix and Deputy Chair of David Fickling Books said:
“At The Phoenix we know first-hand just how much demand there is for great British comics and the incredible creators that we work with to produce them.
“But we know that our industry has vast untapped potential for even greater success. Comics like The Phoenix and the books we publish have a major part to play in the growth of the UK’s entire creative economy and this report provides a clear way to unlock that potential. We’re looking forward to working with partners across the creative sector to put it into action and harness the amazing creative talent we have in the UK to drive domestic and international success.”
The report also highlights the value of the comics talent pool to the wider creative industries and the need for initiatives that provide structured pathways into creative careers through comics. It sets out how achieving the industry’s vision for growth rests on having a diverse talent pool of industry-ready creators and business professionals capable of adding value to the comic industry.
Mark Fuller added:
“Comic creators are already the backbone of the UK’s visual storytelling machinery, with over half of our members’ freelancers maintaining “portfolio careers” that span video games, film, and TV. Whether it is character design for the next hit game or concept art and storyboarding for major films, these skills are transferable and vital. By nurturing the comic book industry, we are securing the essential pipeline of talent that powers the UK’s broader creative success.”
