VHC at 50: RHS Garden Parties, New Brand Collabs
To celebrate the 50th anniversary of Eric Carle’s kids’ classic The Very Hungry Caterpillar, the Royal Horticultural Society will offer four ongoing summer garden parties and appearances as part of a lineup of new brand extension partners.
While the collaboration may have begun at the RHS Flower Shows, The Very Hungry Caterpillar is now a prominent feature across all RHS gardens and stores this summer. Featuring family sculpture trails, creative workshops, costume character appearances, juice tasting with Cawston Press and themed picnics, to name a just few attractions, The Very Hungry Caterpillar partnership supports school education while introducing kids and parents to the vast greeneries of RHS.
Through murals and giant willow sculptures, The Very Hungry Caterpillar has been popping up at the four main RHS Gardens including:
- Wisley (Surrey);
- Hyde Hall (Essex);
- Harlow Carr (Yorkshire) and
- Rosemoor (Devon).
Licensed RHS items have also arrived in RHS shops with dedicated retail spaces and products.
As worldwide book sales exceed 50 million, six new books and a host of products have launched including toiletries, jewelry, backpacks, personalized gifts, butterfly and inset sets, playnests, infant toys, babywear, dress-up, gardening products and social stationary. The deal will include partnerships with companies such as Rainbow Design (toys), Penguin (books), Robert Frederick (gardening tools) and William Lamb (lunchbags).
The World of Eric Carle licensing program has been brought to the RHS by Rocket Licensing and the Joester Loria Group.