By Allison Watkinson
TLL Reporter
Dr. Seuss Enterprises is responding to consumer demand for location-based entertainment by expanding its relationship with Wildbrain CPLG.
The licensing agency has been appointed to represent the brand’s location-based entertainment (LBE) rights across the U.K., Europe and Asia-Pacific, excluding Greater China, the companies announced Tuesday.
The agreement extends an existing consumer products partnership between the two companies into the LBE category. Under the new remit, WildBrain CPLG will pursue opportunities in theme parks, family entertainment centers, exhibitions and walk-through attractions featuring Dr. Seuss properties including How the Grinch Stole Christmas!, The Cat in the Hat and Oh, The Places You’ll Go!
The expansion is timed ahead of two significant milestones for the franchise. A Cat in the Hat animated feature film starring Bill Hader is set for release Nov. 6, 2026, from Warner Bros. Pictures Animation. The following year, both The Cat in the Hat and How the Grinch Stole Christmas! mark their 70th anniversaries.
Susan Brandt, president and CEO of Dr. Seuss Enterprises, said the company is scaling its LBE business to meet growing global demand.
“Fandom for the Dr. Seuss property continues to accelerate, as its characters and stories remain firmly at the center of the cultural zeitgeist,” Brandt said. “We are actively expanding our location-based entertainment business to meet growing global demand, creating immersive experiences that bring our stories to life for fans of all ages.
“Through our collaboration with WildBrain CPLG, we are scaling this category with intention and innovation, unlocking new opportunities for audiences worldwide to engage directly with our IP in meaningful, memorable ways.”
Maarten Weck, executive vice president of global partnerships and licensing at WildBrain, said the timing reflects broader market conditions.
“This expansion represents a significant next step in our partnership with Dr. Seuss Enterprises at a time when demand for immersive, story-driven experiences has never been stronger,” Weck said. “These brands, with their timeless tales, delightful art and beloved characters, continue to resonate across generations and are ideal for high-quality experiences that will create long-term value, uphold creative integrity and stay true to Dr. Seuss’ mission to inspire reading and joyful learning for children and families worldwide.”
WildBrain CPLG’s LBE efforts will be led by Evi Sari, vice president of global LBE. Financial terms of the agreement were not disclosed.
Dr. Seuss Enterprises, founded in 1993, manages the literary and artistic works of Dr. Seuss. WildBrain CPLG represents brands in licensing across multiple categories and regions.