Penguin Ventures, part of Penguin Random House Children’s U.K., together with their North American licensing agent, Licensing Works!, are celebrating an increased presence for Spot in North America following a series of new activations.
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2020 marks the 40th anniversary of “Where’s Spot?” the original lift-the-flap picture book by Eric Hill.
“There is great momentum on the Spot brand, with ‘Spot’ book sales increasing year-on-year in 2020, making this the perfect time to bring to market a wonderful new assortment of Spot products that help children discover and explore the world around them with Spot, their trusted friend,” says Leslie Levine, owner and founder, Licensing Works!
Licensing Works! has appointed a range of new Spot licensees for North America this year, including plush from Commonwealth, which launched in August, followed by Smiffy’s Spot Dress-up costumes, which launched in September. Commonwealth will be expanding their range in 2021 to add a wider range of plush and a full range of wooden toys and puzzles. Crown Jewlz, the newest licensee, will launch with coloring and activity workbooks and flash cards in 2021.
Licensing Works! and Penguin Ventures have also launched a partnership with Read Alliance to support the growing presence of Spot in North America. This New York-based tutoring organization works to help underprivileged students learn to read. With Spot celebrating his 40th Anniversary and Read Alliance celebrating its 20th, the organizations are working together on a series of co-branded social media and on-line communications, which launched in September and will continue through the end of the year.
Spot’s 40th Anniversary will also be celebrated in North America with a dedicated “Snuggle Up with Spot” influencer campaign later this year. Spot fans will be asked to share photographs of their favorite moments with Spot on social media.
“We are so proud of the incredible success Licensing Works! have achieved to introduce best in class licensees to the Spot family,” says Lindsay Pearl, head, international licensing, Penguin Ventures. “We are now able to offer our North American fans the chance to cuddle up to Spot with this fantastic new range of merchandise. 2021 will present some more brilliant opportunities for Spot and we can’t wait to see how fans respond to these activities.”