How Dr. Seuss’ How the Grinch Stole Christmas is turning the high street green

WildBrain CPLG is turning the high street green this festive season with an extensive range of deals for Dr. Seuss Enterprise’s How the Grinch Stole Christmas.

The successful collaboration with adidas has been renewed, with three new shoe designs joining the collection, as well as two junior versions.

The new Grinch-inspired designs feature characters Max and Cindy Lou and will be released into Footlocker stores worldwide this month, alongside a junior version of the Max design and apparel including t-shirts and a hoodie.

In addition, Primark launched its largest How the Grinch Stole Christmas range ever extending into stores globally for the first time. The retailer’s expansive collection spans family pajamas, snuddies, Christmas jumpers, gifting sets, health and beauty, tree decorations, pet accessories and confectionery from licensees including Brand Alliance, Brand International, Fashion UK, H&A, Modern Gourmet Foods, Fizz Creations, Roy Lowe and Character World. Over 100 skus have now launched into stores globally.

In a deal secured by WildBrain CPLG, Primark stores in Manchester, Edinburgh and Birmingham in the UK also featured Grinch-themed café activations.

New licensees are also on board in Germany – including Sockswear, United Labels and Tex-Ass – and Italy (Sabor with branded apparel and major retail chain Yamamay).

“Our long-standing relationship with Dr. Seuss Enterprises continues to delight Grinch fans, with retail partners and licensees across the UK and Europe looking to tap into this well-loved family-favourite IP,” commented John Taylor, vp Northern Europe at WildBraind CPLG. “Seasonal licensing opportunities are becoming a staple of the calendar, with retailers coming on board in a significant way. With these new deals building on an already considerable presence for the brand, 2023 looks to be an even bigger and greener celebration.”

WildBrain CPLG has also signed numerous other renewal agreements underscoring the success of the How the Grinch Stole Christmas licensing programme with consumers.

In the UK, Brigit’s Bakery’s How the Grinch Stole Christmas afternoon tea bus in London is available for extended dates until January, following the success of last years’ activation in December 2022, which sold out within a week.

Long-standing partners returning with products launching into multiple UK retailers this winter include Brand Alliance and Park Agencies for adult apparel, H&A for health and beauty products, Crème Dor for confectionery, plus Dreamtex for homeware.

Additional licensees which have renewed partnerships this year for the UK include Cribstar for baby sleepwear; Fashion UK for kids’ apparel; TJ Morris for apparel, home, gifting and confectionery; and RMS for toys and games.

Fizz Creations has also returned with a gifting range; Solent Brands has launched a reusable bag collection; and Cooneen and Misirli return to the market with Grinch-themed nightwear. Blues has also re-launched its successful range of baby apparel, alongside Rubber Road with a gifting collection and plush from Aurora.

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