Paul Lamond, Roy Lowe, Alligator and more are on board to celebrate the classic children's title in the U.K.
EUROPE–Rocket Licensing is gearing up for the 50th anniversary of Eric Carle’s The Very Hungry Caterpillar by building on its existing licensing campaigns and retail presence.
A number of licensees are on board to help mark the occasion including:
- Portmeirion for melamine with cutlery, as well as a children’s baking kit;
- Robert Frederick for an extensive gardening range including a bug catcher and paint-your-own butterfly house, as well as art supplies and stationery;
- Paul Lamond Games for a new board game called “Let’s Feed The Very Hungry Caterpillar;
- Alligator for creative activity titles, play packs and dot-to-dot books;
- Woodmansteme for an expanded range of seasonal and everyday greeting cards, as well as an advent calendar;
- Paul Dennicci for a new and expanding range of spring/summer and fall/winter babywear;
- Roy Lowe & Sons for a range of socks; and
- Amscan for a range of dress-up outfits to coincide with World Books Day 2018.
Celebrations for the book include competitions, retail partnerships, online and magazine promotions, “The Very Hungry Caterpillar” live show and plans for Actions for Children’s The Giant Wiggle charity event. A The Very Hungry Caterpillar Amazon store is set to launch this spring.
“These 2018 launches underline the still enormous popularity of The Very Hungry Caterpillar with young children and their parents many years after the first edition of this magical book was launched,” says Charlie Donaldson, joint managing director, Rocket Licensing. “Not only will these delightful and diverse ranges appeal strongly to fans of The Very Hungry Caterpillar but this activity kicks off a very busy year for this amazing brand as its 50th anniversary gets ever closer.”
The licensing campaign for The World of Eric Carle’s The Very Hungry Caterpillar is managed through worldwide agent The Joester Loria Group.