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Global Pursuit to Rep Dr. Seuss Brand in Asia

Global Pursuit Co. to serve as the exclusive licensing agent for the Dr. Seuss brand in Asia.

Global Pursuit Co. has concluded negotiations with Dr. Seuss Enterprises, L.P. to serve as the exclusive licensing agent across the majority of key categories for the Dr. Seuss brand throughout Asia, including India.  The agreement was announced by Cynthia Money, President, Global Pursuit, and Susan Brandt, President of Licensing and Marketing for Dr. Seuss Enterprises, L.P.

Global Pursuit will work with its extensive network of licensees, retailers and promotional partners throughout Asia to grow the Dr. Seuss brand and characters. The Company will develop a comprehensive licensing and merchandising program for the brand across key categories, including toys, video games, apparel, accessories, stationery, housewares and food and beverage (excludes publishing), as well as create promotional campaigns in conjunction with the brand expansion.

“Dr. Seuss is one of the most recognized brands in the world, known for celebrating the joy of reading and instilling self-confidence in young readers while also promoting the unlimited world of possibilities that exist in a child’s imagination,” said Brandt. “We elected to work exclusively with Global Pursuit on expanding the licensing and merchandising opportunities for the Dr. Seuss brand throughout Asia because the company demonstrated a unique understanding of the delicate bond between generations of Dr. Seuss fans and his indelible characters.  We were seeking representatives that would both grow and protect all that this unique brand represents as well as respect what was important to Mr. Geisel.”

“Global Pursuit is different from other licensing and marketing companies in that we bring a keen understanding of the cultural differences in local markets to every brand we represent, together with the expertise and efficiency of a global company,” added Money.   “We believe there is enormous potential to capitalize and expand upon the current awareness of Dr. Seuss across Asia and introduce products that will resonate with fans, while at the same time reaching out to an entire new generation.”   

Dr. Seuss, also known as Theodor Seuss Geisel, is quite simply the most beloved children’s book author of all time, credited with six of the 20 All-Time Bestselling Children’s Books by Publishers’ Weekly, including The Cat in the Hat, Green Eggs & Ham (the third best-selling book in English), Horton Hears a Who, The Lorax, Oh the Places You’ll Go!, and Dr. Seuss’s ABC’s. The 44 books he wrote and illustrated under the name Dr. Seuss have sold over 600 million copies in 95 countries around the world and have been translated into 17 languages.

The Dr. Seuss brand also encompasses consumer products, videos, TV specials and feature films, the dedicated online destination, social media, stage shows, theme parks and events.  In 2012, Dr. Seuss’s The Lorax animated film was released and became the 3rd biggest release of the year!

Dr. Seuss’s long list of honors include the Pulitzer Prize for Children’s Literature, 3 Academy Awards, 3 Emmy Awards, 3 Grammy Awards, 3 Caldecott Honors, 2 Peabody Awards and 7 honorary doctorates in addition to a star on the Hollywood Walk of Fame.

Already making in-roads in China, 16 Dr. Seuss books have been published in the Chinese language since 2006 by China Translation & Publishing Corp; 17 Dr. Seuss titles have been released since 2010 by bilingual Chinese publisher Beijing Oak Tree Books; and Harper Collins also publishes Dr. Seuss books in the English language in China.  Japan will also be a focus for the development of the licensing program for the Dr. Seuss brand.  According to the Japan Kanto Bureau of Economy, Trade and Industry in 2012, Japan generated retails sales of licensed merchandise of USD 11.5 billion and accounts for 70% of the Asian market’s licensed merchandise.  

Source: Global Pursuit Co.

Jennifer Wolfe's picture

Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.