A new international licensing collaboration has cleared the way for iconic stories to be transformed into physical location-based entertainment.
Theme park developers across Europe and the Asia-Pacific region may soon have access to new destination concepts inspired by intellectual properties from Dr. Seuss Enterprises. The classic children’s literature giant has partnered with Netherlands-based experience design firm P&P Projects, which plans to design and develop theme park concepts across Europe and Asia-Pacific, excluding China, Taiwan, Hong Kong and Macau. The agreement was brokered by WildBrain CPLG, which represents licensing and location-based entertainment rights for Dr. Seuss Enterprises in both regions.
Under the deal, P&P Projects holds the rights to create attraction concepts based on classic Dr. Seuss properties, including The Cat in the Hat, Oh, the Places You’ll Go!, and How the Grinch Stole Christmas!. The initiative aims to provide destination operators, developers and investors with story-driven concepts to meet growing demand for immersive family entertainment.
The development comes alongside upcoming media releases and milestone anniversaries for the literary brand. The announcement, which was made at IAAPA Expo Europe in London, coincides with an animated film adaptation of The Cat in the Hat, which is scheduled for release this year. The 70th anniversaries of both The Cat in the Hat and How the Grinch Stole Christmas! follow in 2027. A feature film based on Oh, the Places You’ll Go! is set to premiere in 2028.
Generational storytelling
Commenting on the potential of location-based entertainment, Susan Brandt, President and CEO of Dr. Seuss Enterprises, said: “Dr. Seuss’ stories have inspired generations of readers around the world through their imagination, optimism and sense of adventure. As we continue to expand the ways audiences can engage with our beloved characters and stories, location-based entertainment presents an exciting opportunity.
“We are looking forward to collaborating with P&P Projects to explore new concepts and connect with operators who share our vision for creating memorable family destinations.”
Ifat Caspi, Chief Commercial Officer at P&P Projects, noted: “Dr. Seuss is one of the most celebrated storytelling brands in the world and offers an incredibly rich creative foundation for immersive experiences. Operators and developers are increasingly looking for globally recognised IP that can deliver strong appeal while supporting long-term destination growth. We’re looking forward to creating visionary concepts that really showcase how we can translate the magic of Dr. Seuss into scalable entertainment destinations.”
“Extensive opportunities”
Evi Sari, Vice President of Global LBE at WildBrain CPLG, added: “From the whimsical adventures of The Cat in the Hat to the heartwarming holiday magic of How the Grinch Stole Christmas! and the inspirational journey of Oh, the Places You’ll Go!, these properties bring extensive opportunities for themed attractions. Through this partnership, we’re creating a pathway for operators and developers in Europe and APAC to explore new destination experiences ahead of exciting content moments and anniversary milestones.”
P&P Projects brings nearly 40 years of experience in theme park design, engineering, fabrication and installation, specialising in turning intellectual property into turnkey physical environments. WildBrain CPLG operates more than 25 offices globally as part of WildBrain Ltd. All profits from Dr. Seuss Enterprises benefit charitable organisations focused on education, science, health, animal conservation and the arts.
