Dennis the Menace takes over 'Gnashional Trust'

Probably my favourite story of the year to date and rather conveniently it had its roots in my agency - the National Trust recruiting Britain's best loved comic The Beano to help change perceptions of the organisation and prove that its doors are open to all.

In the latest issue, Dennis the Menace, his faithful hound Gnasher and rest of the comic crew run riot across 300 National Trust properties and 600,000+ acres of land, conquering castles and causing general mayhem across a variety of gardens and estates along the way.

The marriage of two iconic British brands is a win-win for charity and publisher, and serves as a healthy reminder to children of the great British outdoors whilst also providing a colourful lesson on their history and heritage.

The special edition collaboration has also caused quite the media stir and it will be interesting to see the impact it has/had on comic sales and the footfall of youth it drives to National Trust properties. I've certainly got my copy and will be keeping an eye out for decoy Dennis the Menace shaped hedges at Britain's best renowned landmarks this summer...