The Joester Loria Group, worldwide agent for The World of Eric Carle, has appointed Brand Extensions Russia as the brand’s sub-agent in Russia.

BER plans to focus initially on The Very Hungry Caterpillar, building on the popularity of the Russian-language version (published by Pink Giraffe) to grow the property into a range of new categories.

BER launched the Russian program at the Russian Licensing Forum in Moscow last week and plans to introduce project in 2014 to coincide with The Very Hungry Caterpillar’s 45^th anniversary.

“The Very Hungry Caterpillar has always stood out wherever it has been licensed. This simple, charming, and inspired tale has not only been a lasting children’s favorite in numerous markets but has a unique look and style unlike any other children’s brand,” says Jane Evans, director, BER. “We are sure Russia will take this wonderful character and brand to its heart.”