The Grinch steals apparel sector this Christmas - Licensing.biz

The Grinch steals apparel sector this Christmas

Rocket Licensing has helped the classic Dr Seuss villain to a signifiant slice of the apparel sector pie this Christmas.
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Classic kids' literary bad guy, The Grinch has become one of the fastest-growing seasonal apparel licences in the UK this year.

A festive favourite among children and adults, the classic Dr Seuss character has seen success in the apparel sector this season, thanks to an ever-expanding roster of partnerships with the property's independent licening company, Rocket Licensing.

In collaboration with Dr. Seuss Enterprises, the firm is now in talks to expand The Grinch's licensing programme further to include more apparel categories as well as seasonal non-clothing sectors such as gifting, novelty decorations, wrapping paper and cards.

New partners will join a number of successful recent launches including a range of adult nightwear and underwear from Somerbond, adult t-sirts, sweatshirts and knitwear from Park Agencies and adult and children's dress up from Smiffys.

“Dr. Seuss Enterprises could not be more excited by the overwhelming success our favourite green curmudgeon is experiencing in the UK,” said Susan Brandt, president of licensing and marketing for Dr. Seuss Enterprises

“Our hearts have grown three sizes knowing that people in the UK love The Grinch just as much as we do in the US.”

Dr. Seuss’s How the Grinch Stole Christmas has become a classic holiday tradition and in turn the brand has seen enormous retail success through sales of Grinch branded merchandise including sweatshirts, t-shirts, and other apparel. 

Acoording to The Grinch Enterprises, the popularity of the Grinch’s holiday disposition and edgy humour has extended his appeal across all age groups.

'There’s a big market among parents and gift buyers for children, of course, but a strong teen-to-young-adult demographic also regularly buys into a wide range of humorous and colourful apparel sold at Top Shop, New Look, Next, Primark, George at Asda and Tesco,' read a statement from the firm.

Meanwhile, worldwide sales of the books are well past the half billion mark.

Rocket Licensing has managed the European licensing business for Dr Seuss on behalf of Dr Seuss Enterprises since 2011. The business includes book titles such as The Cat in the Hat, The Lorax, Fox in Socks and How The Grinch Stole Christmas.

Rob Wijeratna, joint managing director of Rocket Licensing, said: “With consumers enthusiastically seeking out the Grinch at retail every Christmas, expanding the portfolio is clearly a no-brainer.

"We see enormous opportunities for this clever, funny and very different Christmas hero across a wide range of appropriate categories and are already in discussion with potential licenses for Christmas 2016.”

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