Friday, December 25, 1998

First the Grinch stole Christmas: now he's hard at work selling it

By CALMETTA Y. COLEMAN

The Wall Street Journal

If the Grinch learns anything from his failed attempt to steal Christmas, it is this: "Maybe Christmas doesn't come from a store."

So why are so many stores associating themselves with the Grinch this Christmas? His pinched green face is all over the retail landscape. At a Marshall Field's store in Chicago, a giant replica of the Grinch struggles to drag away a 45-foot-tall decorated tree as his dog, Max, circles the tree, dragging a load of stolen presents.

The Grinch is the featured holiday character at all other Dayton Hudson Corp. department stores, as well as at the enormous chain of Hallmark Gold Crown Stores. A slew of other stores, including Kmart, J.C. Penney and Neiman Marcus are peddling Grinch slippers, pajamas and other apparel and accessories. The Grinch can be seen peeking around neckties at the Knot Shop.

Still other stores wanted the Grinch but couldn't get him. "We have been very selective in granting rights," explains Herb Cheyette, agent for Dr. Seuss Enterprises LP, which holds the copyright to the late Dr. Seuss' 1957 book "How the Grinch Stole Christmas!"

The use of the Grinch to sell Christmas goods would dismay every Who down in Who-ville, the fictional setting of the story.

"Who-ville is like a nice little commune (that delivers) an antimaterialism message," explains Jack Nachbar, a popular culture professor at Bowling Green State University, Bowling Green, Ohio. Mr. Nachbar teaches a session on the Grinch in his Introduction to Popular Culture course.

Indeed, in the book, the Grinch dresses as Santa and on Christmas Eve loots all the gifts, decorations and even the food down in Who-ville. His goal is to kill their celebration. But to his surprise, the next morning, "Every Who down in Who-ville, the tall and the small, was singing! Without any presents at all!"

Retailers say they like the Grinch tale for its message of redemption. Like Scrooge, that other hater of Christmas, the Grinch eventually warms to the Christmas ideal of giving.

Dayton Hudson also featured the Grinch in 1977, but back then it was only decoration. This Christmas, Dr. Seuss shops in its stores are seeing strong sales of Grinch keychains, boxers and ties, says Michael Francis, head of marketing for the department stores.

So, what of the Grinch's lesson that Christmas doesn't come from a store? Says Mr. Francis: "It doesn't, but the gifts do."