Rocket Licensing has added classic children's property Dr Seuss to its portfolio.
The firm is planning a cross-generational licensing campaign, which was launched to the industry at a special event at London Zoo yesterday (May 25th). As well as Rocket, attendees heard presentations from Dr Seuss Enterprises and UK publishers, Harper Collins and Random House, outlining the continuing popularity of the brand in both the global and European markets, as well as its potential.
As well as targeting the young readers of the books, Rocket will also be looking to licence the brand into categories appealing to older age groups.
Fabric Flavours, Five Mile Press, Hype and Roger La Borde are already part of the programme, offering support to the successful book lines.
"There is nothing like Dr Seuss," said Susan Brandt, president of Dr Seuss Enterprises. "And there are very few brands whose appeal ranges from pre-school to adult, which is why we are delighted to be working with Rocket on a licensing campaign designed to build on that wide ranging appeal."
Charlie Donaldson, joint MD at Rocket Licensing, added: "So effectively did Dr Seuss combine fun and learning with humour, inspiration, imagination and creativity that his words and characters became an instant hit and continue to appeal to this day.
"It is a privilege to be representing one of the greatest children's brands of all time and we are thrilled and excited to have the challenge of delivering the huge potential of Dr Seuss in the European licensing arena."