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Very Hungry Caterpillar Extends Deals with Bluewater, Eden Project

Rocket Licensing has built on experiential brand engagement for the property.

Rocket Licensing, the U.K. licensing agency representing Eric Carle’s children’s book The Very Hungry Caterpillar, is building on the success of last year’s 50th anniversary celebrations, as further activity was launched last February with Bluewater Shopping Centre.

The children’s character took center stage at the mall with sold out story time activations, which took place from Feb. 17 through Feb. 20. The activity offered families the chance to attend an immersive 20-minute interactive show, followed by a craft activity and costume character appearance that allowed tots to meet the caterpillar himself. Children and families were able to enjoy The Very Hungry Caterpillar-themed Nature Trail in the grounds of Bluewater. Bluewater also promoted a number of the brand’s licensed product ranges throughout the week.

Rocket Licensing has also extended its relationship with Cornwall-based visitor attraction The Eden Project. The collaboration began last year with The Very Hungry Caterpillar weekend, which welcomed close to 6,000 visitors over one weekend – three times the target set.

March 14-15 will see the activity return to the popular venue, where children will enjoy a story trail around the biomes and where each station is an activity linked to a day of the week described in The Very Hungry Caterpillar book.

Families will also enjoy storytelling sessions and face-painting, as well as The Very Hungry Caterpillar-themed craft activities, where children will be able to create and take home items such as origami butterflies, balancing butterflies, caterpillar head bands, stained glass butterflies and pompom caterpillars.

There will be a range of the licensed merchandise for the brand available in the visitor shop, and the activity will be supported by an extensive marketing campaign.

“We are thrilled to be extending the activity with Bluewater and The Eden Project,” says Melissa Satterly, brand manager, The Very Hungry Caterpillar, Rocket Licensing. “The Very Hungry Caterpillar is a favorite story across generations, and families love getting hands-on with the brand together and incorporating it into their days out to make them extra special. The wonderful character and bold, recognizable designs lend themselves really well to experiential brand activations and help to immerse the audience in the world of the much-loved tale.”

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