Hungry Caterpillar Launches Pop-Up (Exclusive) | License Global

Hungry Caterpillar Launches Pop-Up (Exclusive)

Sunday Brunch will open an Eric Carle café in Japan.

ASIAThe World of Eric Carle has partnered with Sunday Brunch to launch a new pop-up café concept at Japan’s Marroninier Gate Ginza, called the “Harapeko Aomushi Café” (Hungry Caterpillar Café in English).

The deal was brokered by Cosmo Merchandising, The World of Eric Carle’s licensing agent in Japan, and partner of the brand licensing agency The Joester Loria Group.

The Harapeko Aomushi Café features themed food including a dish called A Very Hungry Plate, which cleverly recreates all the sweets from The Very Hungry Caterpillar story, and A Very Hungry Caterpillar french toast, which is actually a sandwich of shrimp, avocado, cheese and vegetables shaped like a caterpillar.

The café also has been outfitted to look like the book’s illustrations.

The launch is supported by a robust marketing and social media campaign.

The Harapeko Aomushi Café will remain in place through Aug. 31.