Dennis the Menace Celebrates 70 Years with Sustainable Tartan

The iconic black and red jumper of Dennis the Menace is the focus of a new collaboration between Beano Studios and Prickly Thistle for a sustainable new tartan.

License Global

February 26, 2021

In a deal brokered by Rocket Licensing, the sustainable tartan, part of a birthday celebration, features thread counts matching Dennis’ birthday and month surrounded by blocks of 70 threads. What’s more, the new birthday tartan has been officially accepted into the Scottish Register of Tartans, which form part of Scotland’s national archives.

Dennis & Gnasher are, after all, Scotland's most notorious rebels, and with this new tartan, mark their place in history. The new collaboration also has a focus on the future thanks to its sustainable production.

“We have always prided ourselves with a mission statement we formed a few years ago, changing the future, by disrupting the past,” says Clare Campbell, founder, director, Prickly Thistle. “This became so important to us to challenge the long associated negative and or limiting stereotypes attached to what is Scotland’s national fabric, tartan. Now, to have our very first tartan project that can be directly shared with children really is a

massively proud moment for us. Children can see it for what it is, a symbolic colorful fabric that championed and can champion again sustainable living. We have been so lucky to work with many people over our early years, but there is something special about this one. I am sure you can sense the rebel in us now to challenge for what we care about, so to partner with a character like Dennis and a brand liked Beano on this message is nothing short of perfect.”

“We are absolutely delighted to be working with Prickly Thistle and Beano Studios on these wonderful tartan designs for Dennis’ birthday and to support the mission of authentic and locally produced product,” says Rob Wijeratna, joint managing director, Rocket Licensing. “The very special Beano tartan is being used for jumpers, scarves and braces which we know Beano fans will love!”

“As

the

tartan rebels, we couldn’t imagine a better partner than Prickly Thistle to create a birthday tartan for Dennis,” says Vanessa Andreis, franchise planning and partnerships director, Beano Studios. “For 70 years kids have read and laughed along with Dennis and now fans big and small can celebrate their inner rebel for the next 70 years in style.”

Launching March 17 via Prickly Thistle’s own online retail platform, the tartan – woven in a Highland mill by Scotland’s own sustainable rebel brand – will come in three product forms suitable for the whole family.