Dr. Seuss Enterprises has entered into an alliance with licensing agent Exim and marketing firm Pinta to expand its licensing portfolio and increase brand awareness into the Latinx market.
Under the new partnerships, Exim will represent Dr Seuss across Mexico, Chile, and Peru by focusing on the company’s apparel, toys and gifts, and novelties categories, while Pinta will support the firm within the Latinx market in the US, with a robust programme spanning advertising, digital, infleuncer, and PR.
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.
Miami-based multicultural marketing firm Pinta will work directly with Dr. Seuss Enterprises to amplify its Latinx marketing efforts in the United States, 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, as well as informing larger brand marketing efforts.
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.
Susan Brandt, president of Dr. Seuss Enterprises, said: “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. Guided by the expertise from both Exim and Pinta, we are sure that we will be able to achieve this goal.”
Exim CEO Jaime Hofman, added: “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. 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.”
“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,” said Mike Valdes-Fauli, president and CEO of Pinta. “We’re honored to work with this iconic brand, and help tell stories that will inspire a diverse generation of children.”