Anniversary celebrations bring success for Spot in US

Penguin Ventures and Licensing Works celebrating increased presence for brand following new activations.

Penguin Ventures and its US licensing agent, Licensing Works are celebrating an increased presence for Spot in the territory following a series of new activations.

2020 marks the 40th anniversary of Where’s Spot?, the original lift-the-flap picture book by Eric Hill.

Licensing Works has appointed a range of new Spot licensees for North America this year, including plush from Commonwealth, which launched in August, followed by Smiffy’s Spot dress-up costumes in September.

Commonwealth will be expanding its range in 2021 to add a wider range of plush and a full range of wooden toys and puzzles. Meanwhile, new partner Crown Jewlz will launch with colouring and activity workbooks and flash cards in 2021.

Licensing Works and Penguin Ventures have also launched a partnership with Read Alliance to support the growing presence of Spot in the US. The New York-based tutoring organisation works to help underprivileged students learn to read.

With Spot celebrating his 40th anniversary and Read Alliance celebrating its 20th, the organisations are working together on a series of co-branded social media and online communications, which launched in September and will continue through the end of the year.

Spot’s 40th Anniversary will also be celebrated in the US with a dedicated ‘Snuggle Up with Spot; influencer campaign later this year. Fans will be asked to share photographs of their favourite moments with Spot as we move into the winter months on social media.

“We are so proud of the incredible success Licensing Works have achieved to introduce best in class licensees to the Spot family,” said Lindsay Pearl, head of international licensing at Penguin Ventures. “We are now able to offer our North American fans the chance to cuddle up to Spot with this fantastic new range of merchandise.

“2021 will present some more brilliant opportunities for Spot and we can’t wait to see how fans respond to these activities.”

Leslie Levine, owner and founder of Licensing Works, added: “There is great momentum on the Spot brand, with Spot book sales increasing year on year in 2020, making this the perfect time to bring to market a wonderful new assortment of Spot products that help children discover and explore the world around them with Spot, their trusted friend.”

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