Gifts Today magazine

The Grinch steals Christmas — again

Retail and licensing programme to expand for iconic character.

The classic Dr Seuss character who hated Christmas so much that he tried to steal all the decorations and gifts of an entire town is now one of the fastest-growing seasonal apparel licences in the UK. And, with the brand firmly established as a Christmas perennial favourite, independent licensing company Rocket Licensing, in partnership with Dr Seuss Enterprises, is in discussion to expand the licensing programme to include more apparel categories as well as seasonal non-clothing sectors such as gifting, novelty decorations, wrapping paper and cards. They will join a number of major successful recent launches including Somerbond (adult nightwear and underwear), Park Agencies (adult t-shirts, sweatshirts and knitwear) and Smiffys (adult and kids dress-up).

“Dr Seuss Enterprises could not be more excited by the overwhelming success our favourite green curmudgeon is experiencing in the UK,” said Susan Brandt, President Licensing and Marketing for Dr Seuss Enterprises. “Our hearts have grown three sizes knowing that people in the UK love The Grinch just as much as we do in the US.”

Dr Seuss’s How the Grinch Stole Christmas, has become a classic holiday tradition and in turn the brand has seen enormous retail success through sales of Grinch branded merchandise including sweatshirts, t-shirts, and other apparel. And the popularity of the Grinch’s holiday disposition and edgy humour has extended his appeal across all age groups. There’s a big market among parents and gift buyers for children, of course, but a strong teen-to-young-adult demographic also regularly buys into a wide range of humorous and colourful apparel sold at Top Shop, New Look, Next, Primark, George at Asda and Tesco.

It’s another timely reminder of the enduring popularity and relevance of the legendary Dr Seuss (he pronounced his name Soyce), whose books and characters have been a hit with readers of all ages for over half a century. Worldwide sales of the books are well past the half billion mark — and counting. Rocket has managed the European licensing business for Dr Seuss on behalf of Dr Seuss Enterprises since 2011. The business includes such favourites books as The Cat in the Hat, The Lorax, Fox in Socks, and, of course, How The Grinch Stole Christmas.


Social Links