DHX’s London-based licensing group CPLG has been appointed to rep the Dr. Seuss franchise in Europe, Middle East and Africa.

Acting on behalf of  brand owner Dr. Seuss Enterprises, the agency is planning to expand the program throughout the region, focusing on apparel, stationery and toys. New lines will targeted adults who grew up reading Seuss books, as well as the latest generation of kids.

Theodor Geisel (a.k.a. Dr. Seuss) published his first book in 1937. There are now 45 titles in circulation, and they have sold more than 650 million copies in 95 countries, and been translated into 30 languages.

According to The NPD Group, Dr. Seuss was the leading book IP of 2017, and top licenses made up more than a quarter of US children’s book sales last year.

The franchise has also spawned many TV and film adaptations, including an animated film series from Warner Bros. that will kick off with the classic 1957 children’s book The Cat in the Hat.