"Dennis the Menace became a mascot for the Dairy Queen franchise in 1971. Although you may not know much about the character today, Dennis the Menace was incredibly popular. By the end of the 1950s, the comic strip was syndicated in more than a thousand newspapers. There was a Dennis the Menace TV show that ran for four years, a cartoon series, and a live action movie in the 1990s. However, Dennis was retired in 2001 as the culture outgrew him."
"Beyond Dennis the Menace becoming less relevant, the trademark license lapsed in December 2002. This occurred nearly 10 years after the Dennis the Menace movie was released, so there was plenty of time for whatever cultural influence Dennis had to fade away. And after 30 years, it's not unusual for a company to want to shake up its image a little bit."
Dennis the Menace served as Dairy Queen's mascot beginning in 1971 and remained associated with the brand for roughly three decades. The comic strip had achieved wide popularity by the late 1950s, appearing in over a thousand newspapers and spawning a TV show, a cartoon series, and a 1990s live-action film. Dennis was retired as mascot in 2001 as his cultural relevance diminished. The Dennis trademark license lapsed in December 2002. Following the retirement, Dairy Queen shifted branding toward a Grill and Chill concept to emphasize hot food as well as ice cream and modernize its image.
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