Aurora's Dr. Seuss product at Toy Fair
Plush toy supplier Aurora World promoted its forthcoming Dr. Seuss product at last month’s Toy Fair after announcing a new licensing partnership with Dr. Seuss Enterprises, L.P.
The Dr. Seuss product launch will focus on some of the best-known and most popular characters in the Dr. Seuss books, including The Cat in the Hat and The Grinch—the latter to be played by Benedict Cumberbatch in Universal Pictures’ 3D computer-animated Christmas film based on the Dr. Seuss 1957 classic How the Grinch Stole Christmas! The new Dr. Seuss plush toys should be in toy stores and gift/stationary stores in the latter half of the year.
Dr. Seuss, of course, is the pseudonym of Theodor Seuss Geisel, the world’s best-selling children’s book author, who died in 1991.
“Dr. Seuss is a timeless brand that many of us here at Aurora World have enjoyed with our own families,” noted company senior VP of sales and marketing Michael Kessler in announcing the partnership with Dr. Seuss Enterprises, whose mission is to protect the integrity of the Dr. Seuss books while expanding beyond books into ancillary areas. The partnership gives Aurora access to other beloved Seuss characters, to follow after the key “core” ones are marketed.
Besides the Dr. Seuss launch, Aurora was big on its expansion of the tokidoki licensed line introduced last year. Besides new plush entries, the company is including harder figurines—an Aurora first—in its forthcoming tokidoki blind bags.
Additionally, Aurora was excited about new original collections including Luxe Boutique, Aurora Baby and Precious Moments sea creatures.