Nursery retailer JoJo Maman Bébé has partnered again with the World of Eric Carle to extend its successful Very Hungry Caterpillar range of children’s clothing based on the evergreen book character. The licensing campaign for The World of Eric Carle’s The Very Hungry Caterpillar is managed in the U.K. by independent licensing company Rocket Licensing through the worldwide agent, The Joester Loria Group.
The second phase of the JoJo Maman Bébé and The Very Hungry Caterpillar partnership builds on a very successful initial range, which launched in 2019. The new, extended collection features eight designs, now up to age four and including toddler sizes.
The designs carry the signature JoJo Maman Bébé stripes, coupled with phrases such as “hungry, hungry, hungry” and “tiny and very hungry.” Appliqué, embroidery and prints feature as well to capture The Very Hungry Caterpillar brand. Images from the Eric Carle book are used to create pieces including jogger and t-shirt sets, rompers, baby grows and dresses.
Also new to the range are two additional Very Hungry Caterpillar gift box designs. The collection will be supported by a social media campaign as well as a central in-store display unit and will be accompanied by other Very Hungry Caterpillar products including toys and books.
“The initial range from JoJo Maman Bébé last year was so well received, that it was only right to extend the deal for a new season, and we’re thrilled to be expanding the offering with this best-in-class partner,” says Melissa Satterly, brand manager, The Very Hungry Caterpillar, Rocket Licensing. “The momentum with consumers created during The Very Hungry Caterpillar’s 50th anniversary in 2019 is continuing apace, and we will soon be announcing more partnerships for the beloved Eric Carle property.”
The Very Hungry Caterpillar is the centerpiece of the successful global licensing campaign around The World of Eric Carle brand.