Gifts Today magazine

License celebrations for the Grinch

Classic Dr Seuss character celebrates 60 years with expanded licensing campaign

THE Grinch is celebrating 60 years of stealing Christmas with the retail and licensing programme gearing up to mark the occasion with new products and major events.

Since the classic Dr Seuss character first appeared in the book How The Grinch Stole Christmas in late 1957, he has gone on to become one of the most recognisable in children’s literature.

The successful and long-lasting licensing programme is managed in the UK by Rocket Licensing with an expanded campaign being developed as Christmas approaches.

Supported by the recently-launched, new and comprehensive style guide, the Grinch’s 60th birthday celebrations are planned for the fourth quarter of 2017 and include a special anniversary logo and targeted marketing, such as in-store activity, events and press and PR.

The continuing success of the Grinch at retail every Christmas will also mean new products and designs from a wide range of licensees including and Design Group International for wrap, with Cooneen & Misirli, BC International, Misirli, Park Agencies, and Somerbond for apparel; Smiffy’s for dress up and home textiles from Dreamtex.

More new licensee and category announcements are expected soon, taking in areas such as kids’ daywear, accessories, gifting, decorations, food gifting, plush, seasonal confectionery, cakes, boxed cards, crackers, activity packs, stationery, toiletries, tech accessories, games and puzzles.

And the book that started it all will be boosted by the autumn publication of a limited edition slipcase version from UK publishers HarperCollins, supported by exciting marketing initiatives and events.

Rob Wijeratna, Rocket Licensing Joint MD, said: 'This is a fun, classic brand with perennial Christmas appeal, proven success at retail and strong demand from the UK public. We’re therefore really looking forward to the Grinch’s 60th anniversary later this year, which will drive this success to even greater heights.'

Susan Brandt, President of the Grinch brand owners Dr Seuss Enterprises, added: 'It’s a tribute to the originality and timelessness of Dr Seuss’s stories, that a character that first appeared in the 1950s is still attracting new fans and enjoying strong licensing support 60 years later. We’d like to wish the Grinch Happy Birthday for December and, of course, Merry Christmas, though he may not want to hear that!'

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