Dr. Seuss Enterprises has entered into an alliance with licensing agent Exim and marketing firm Pinta to expand their licensing portfolio and increase brand awareness in the Latinx market. 

Tapped to represent Dr. Seuss Enterprises in Mexico, Chile and Peru, Exim will prioritize the company’s toys, gifts, apparel and novelties categories. Meanwhile, marketing firm Pinta will support Dr. Seuss Enterprises within the Latinx market in the U.S. with a program inclusive of advertising, digital, influencer and PR.

“We have seen our Spanish-language publishing and content do well in the Latinx market, and we are looking to grow our presence even further through a variety of programs,” says Susan Brandt, president, Dr. Seuss Enterprises. “Guided by the expertise from both Exim and Pinta, we are sure that we will be able to achieve this goal.” 

Exim, one of the largest licensing agencies in Latin America, will be responsible for leading new deals for products tied to Halloween, Christmas and the upcoming 2021 seasons, such as Kings’ Day, San Valentin, Children’s Day and the summer season. 

“We are excited and proud to be part of Dr. Seuss Enterprises’ licensing and merchandising project to allow our Latin community to be in touch with its meaningful characters and brands,” says Jaime Hofman, chief executive officer, Exim. “Dr. Seuss titles and characters have been very well accepted by the Latin markets. We have no doubt it will be an amazing licensing adventure!”

Miami-based multicultural marketing firm, Pinta, will work directly with Dr. Seuss Enterprises to amplify their Latinx marketing efforts in the United States. The firm is taking the lead on the strategic planning of tentpole campaigns including the support of the 2020 holiday season, “Hats Off to Reading - A Dr. Seuss Birthday Celebration” 2021 campaign and assisting with larger brand marketing efforts.  

“The principles which permeate the Hispanic community are fundamentally shared values with the world of Dr. Seuss, including family, humor and a spirit of adventure,” says Mike Valdes-Fauli, president and chief executive officer, Pinta.  “We’re honored to work with this iconic brand and help tell stories that will inspire a diverse generation of children.”

Dr. Seuss Enterprises recently broadened its licensing portfolio in Australia for some of their most popular properties including “The Cat in the Hat,” “Green Eggs and Ham,” “How the Grinch Stole Christmas!,” “Oh, The Places You’ll Go!,” “Horton Hears a Who!,” “Fox in Socks” and more.  Additionally, new and renewed deals were announced in Europe, spanning multiple categories such as book publishing, kitchenware and gift items.