Beaulieu Residential Establishes Licensing Agreement For its Dennis the Menace® Carpet Line

Furniture World Magazine

Dennis the Menace has been muddying-up carpet in the comics, on the TV and in the movies for more than 40 years. So, when considering a licensing agreement for its carpet designed for active areas. Beaulieu Residential found Hank Ketcham's lovable rascal to be the perfect "Stain Ranger" for its Dennis the Menace carpet line. "When we began an active search for licensing the most recognizable character for our active area carpet. Dennis the Menace was an obvious choice," said Sam Ruble, executive vice president, marketing, Beaulieu Residential. "He is a one kid wrecking crew known to three generations of consumers." With more than 100 million readers of 1,000 newspapers in 48 countries, a syndicated live action and animated series in 110 markets, and a movie that grossed more than $51 million at the box office and four million units on video, Dennis the Menace $cores highly on its rated Q-scores (the ratio of favorite score to familiar score) among children and their mothers. "For our retailers, Dennis' highly recognizable image will draw consumers to our boldly--colored., uniquely-designed Dennis the Menace display," Ruble continued, "Kids will love the comic book-style warranty booklets, while their moms will appreciate the 20-year warranties for quality assurance, stain resistance, wear and anti-static 'Dennisproof carpet." Available in 15 foot wide residential saxonies and textures, the Dennis the Menace carpet line will feature 12 PET polyester saxonies and textures and 11 olefin berbers, loop graphics and cut pile graphics. While displays will begin shipping before the fall selling season, the Dennis the Menace licensing program is being widely accepted by Beaulieu's retailers, "We introduced the Dennis concept to several of our key retailers who instantly embraced the idea and gave us their commitments instantly," continued Ruble, "Sales of the displays are exceeding our initial expectations." Beaulieu Residential and King Features Syndicate, part of the Hearst Entertainment and Syndication Group, recently announced the licensing agreement. Beaulieu joins General Mills, Dairy Queen, Hallmark and Encyclopedia Britannica, among others, in licensing Dennis the Menace.