Sambro to Expand Dr. Seuss’ ‘How the Grinch Stole Christmas!’ LicensingSambro to Expand Dr. Seuss’ ‘How the Grinch Stole Christmas!’ Licensing

Sambro International has announced a three-year partnership with WildBrain CPLG to expand its extensive seasonal licensing program for Dr. Seuss Enterprises’ “How the Grinch Stole Christmas!” property.

Launching in time for “Grinchmas,” the partnership will see the rollout of a range of seasonal novelty and feature animated plush, across key U.K. and EU retailers, including B&M, Lidl, Shop Direct and Ernstings.

The new range of Grinch-themed seasonal plush toys will include an initial portfolio of 11 product lines, including a traditional character plush available in 8-inch, 12-inch and 20-inch classic and Christmas outfit cuddly options. The special-feature mechanical plush line includes a “push-and-pull sharing the present” Grinch and Max plush, an ice-skating Grinch and an animated Grinch walking plush with his Santa’s sack and sidekick Max.

Novelty plush items include plush character head Christmas tree decorations, bag clips and a coin purse.

As part of Sambro’s sustainability commitments, the stuffing in its plush products is 100% recycled polyester allowing it to gain full accreditation with global recycling standards, and card tags will be FSC certified.

“Seasonal licensing opportunities continue to grow year on year and are an integral part of our growing licensing strategy, with this latest contract with Dr Seuss Entertainment providing a prime example,” says Clare Rix, brand and licensing director, Sambro. “We love this brand, which has strong appeal for retailers and consumers, gaining popularity for its standout collaborations and partnerships which offer ‘must-have’ products that kids and kidults can’t wait to get their hands on.

“We’re excited to launch our plush and novelty range both across the EU and U.K. We’ve already secured some significant listings with key retailers in time for everyone’s favorite time of the year, Grinchmas.”

“2023 was the biggest Christmas yet for Dr Seuss’ The Grinch with an incredible roster of partners and retailers across Europe supporting the festive push,” says John Taylor, vice president Northern Europe, WildBrain CPLG. “We’re hugely excited to be partnering with Sambro on this iconic property to bring more standout Grinch products to the market in EMEA for an even ‘greener’ celebration this year.”