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December 6, 2022
WildBrain CPLG has further expanded the licensing program for Dr. Seuss Enterprises’ “How the Grinch Stole Christmas!” with a raft of seasonal partnerships across the U.K. and Europe.
Deals brokered by WildBrain CPLG include a collaboration with adidas for a Grinch-themedForum Low shoe, which features a long hair suede upper executed in the Grinch’s signature green colorway, a tongue illustrated with the character’s eyes, and lace jewels depicting his sidekick, Max, as well as stolen presents. The adidas Originals x The Grinch Forum Low is available worldwide in adult and junior sizing through adidas.com, the adidas app and via select retailers.
Additional seasonal consumer products and activations include a new partnership with Brigit’s Bakery for a ‘Grinchmas’ afternoon tea bus tour in London. Existing U.K. licensees are also launching new product lines, including RMS for toys, games and craft kits at The Entertainer; H&A for health and beauty at Superdrug; and Fizz Creations for games and Christmas crackers at The Range. Revolution Beauty is extending its partnership with Dr. Seuss for a new Grinch-inspired Christmas range featuring an advent calendar, make-up and beauty gifts, which is now available on Revolution’s website and via U.K. retailers, including ASOS, PrettyLittleThing and Superdrug.
“Seasonal licensing opportunities continue to grow year on year and are an integral part of strategies for many brands, and Dr. Seuss’s festive family-favorite is a prime example,” says John Taylor, vice president, northern Europe, WildBrain CPLG. “This Christmas, we’ve again established an expanded presence for this beloved brand, with collaborations that offer consumers and retailers fresh interpretations of the iconic world of Who-ville’s colorful inhabitants. Retail feedback so far shows strong sales performance, and there is significant appetite to make ‘Grinchmas’ even bigger in 2023.”
Primark continues to support the brand through new categories, including Christmas decorations, stationery, games, pet accessories (Fizz Creations), health and beauty (H&A), confectionery (Modern Gourmet Foods) and homewares (Character World). Additionally, Home Bargains has added to its exclusive range, expanding into the health and beauty and confectionery category for 2022. New festive apparel is also available across U.K. retailers.
In Germany, publishing retailer Thalia is extending its range with new products including snow globes, breakfast bowls and dish towels, while existing licensee Elyaf has launched a new festival apparel collection at C&A. Polish fashion retailer LPP is introducing a range across its stores, while Inditex is rolling out new products across Europe, including a T-shirt in Zara available online, and pajamas and Christmas jumpers with Lefties.
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