Sing the 50 United States - Launch

The situation
Sing the 50 United States! was a never-before-seen Dr. Seuss picture book, built from an unpublished manuscript and original sketches. Launching a brand-new title inside a legacy franchise meant the campaign had to do two things at once: honor the classic Seuss magic, and make the "newly discovered" story feel like a genuine cultural event that drove pre-orders and sell-through.

My role
I led brand marketing for the launch end to end — strategy and messaging, copy, creative direction across partners, retail and advertising assets, experiential activation, and merchandise tie-ins — coordinating across editorial, sales, design, Dr. Seuss Enterprises, and retail partners.

The approach
I built an integrated campaign that carried one story — "a newly discovered Dr. Seuss book" — across every touchpoint:

• Advertising & awareness: a New York Times digital takeover and Barnes & Noble advertising, plus banner and pre-order ads with a promo offer to drive early sales.

• Retail: pre-order easels, floor displays, and interactive sticker-map counter units that turned the book's 50-states theme into an in-store experience.

• Experiential: an event and activity kit — sing-along instruments and a states sticker map — that brought the music-and-geography hook to life for families, plus a branded launch event with a step-and-repeat.

• Consumer products: a licensed merchandise line (Road Trip apparel, totes) extending the brand beyond the book.

Every asset laddered up to one message and drove to pre-order and purchase.

The result
A cohesive, unmistakably-Seuss launch that showed up everywhere from the New York Times and national retail floors to families at the launch event — extending a legacy brand with a brand-new title across advertising, retail, experiential, and consumer products.