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Dr. Seuss: Timeless Triumph

Susan Brandt, president, Dr. Seuss Enterprises, discusses the program’s continued expansion, the secret to Dr. Seuss’ success and more.

License Global

October 5, 2021

2 Min Read

Anyone who’s anyone has heard of Dr. Seuss, an author turned top global entertainment brand that pro-motes literacy, education and life lessons for children and children at heart. The company, which boasts dozens of properties, has continued to grow over the years. 

“Generations have grown up with and love our stories, characters and lessons,” says Susan Brandt, president, Dr. Seuss Enterprises. “Millions of children have learned to read from ‘The Cat in the Hat,’ have learned the value of giving back from ‘The Grinch,’ have learned rhyming from Fox in Socks, and have learned how to be a faithful friend from Horton [of ‘Horton Hears a Who.’] Our characters, stories and messages are timeless. They are as relevant today as they were when first introduced decades ago. Because of this timelessness, Dr. Seuss Enterprises has been able to bring our characters to new products, experiences and technologies.” 

Dr. Seuss Enterprises focuses on expanding its portfolio to include new licensed merchandise categories, new streaming shows, podcasts, unique experiences and AVOD shorts, as well as innovations like NFT-based sticker packs. 

“Our guiding philosophy for our licensing program is quite simple,” says Brandt. “We only partner with best-in-class companies, and among those, only partners that are passionate about Dr. Seuss. We seek creative teams that are excited about what they do and about our property. We work with them to ensure they have the Seuss tools they need to create amazing Seuss products and then we trust them to do what they do best. We get out of their way and let the magic happen. Our fans expect excellence from Dr. Seuss. We strive to overdeliver on those expectations.” 

Dr. Seuss Enterprises’ latest licensing deals are expansive, touching upon multiple categories. With the return of live entertainment partner Running Subway will be bringing back their Grinch traveling stage show, the Kilburn team is returning with the Grinch Grotto meet-and-greets, Universal will celebrate Grinchmas at their theme parks and the Gaylord hotels will once again host the Grinch Ice experience. Dr. Seuss Enterprises has also reopened the Dr. Seuss Experience in Houston early this year to record ticket and merchandise sales and are planning to bring this to a second location yet to be announced this holiday season. 

Want to learn more? Check out the August issue of License Global, out now! 


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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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