Dr Seuss Enterprises has lined up a full roster of activity in celebration of the author’s birthday this March 2, a day on which educators, booksellers, parents and children across the US participate in the commemorations through reading and literacy.

This year, Dr Seuss Enterprises has partnered with Random House Children’s Books to introduce new ways to honour the author and is beloved characters and books through a variety of events, merchandise, partnerships, and more.

“This annual holiday celebrates how Dr. Seuss books and characters infuse learning with fun, while also giving people of all ages an opportunity to express their love of the Dr. Seuss brand in creative and new ways,” said Susan Brandt, president of Dr. Seuss Enterprises. “Dr. Seuss’s birthday is a great time to celebrate reading and literacy by taking a moment out of your day to read to a child.”

“There is no better time to celebrate a love of books and reading than on Dr. Seuss’s birthday,” said Mallory Loehr, SVP and publisher, Random House Books for Young Readers Group.

“We are always thrilled to be a part of the festivities that surround this day and are proud to be the publisher of Dr. Seuss’s unforgettable stories that generations of readers continue to enjoy.”

Across the US, Target, Barnes & Noble, Party City, buybuy BABY, and independent bookstores will be hosting Dr. Seuss reading events leading up to the birthday. Events at Target, Barnes & Noble, Party City, and buybuy BABY will be hosted in stores on Saturday, February 29.

Meanwhile, a 16-stop Cat in the Hat Costume Tour will take place in late February to early March, making stops at bookstores across the country.

Taking the brand digital this year and in collaboration with the creative innovation studio Sugar Creative, Dr. Seuss Enterprises will launch the first in a series of augmented reality apps to enhance the way children learn to read.

The first app in the series is Dr. Seuss’s ABC – An Amazing AR Alphabet!, based on the bestselling book Dr. Seuss’s ABC.

Of course, several of Dr. Seuss Enterprises’ leading licensee partners will be launching limited edition Seussian product lines in honour of the birthday. These will feature characters and Dr. Seuss’s original artwork with launches including a line of whimsical baby and toddler apparel from Target, costumes and accessories from Elope, a full line of Dr Seuss classroom decor from Eureka School, and ornate figurines from JimShore.