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New ‘VHC’ Kids’ Apparel Hits the U.K.

Rocket Licensing has brokered a deal with JoJo Maman Bébé to license Eric Carle’s “Very Hungry Caterpillar” for a line of children’s apparel in the U.K.

The collection is aimed at children ages 0-6 and includes clothes as well as accessories. It is expected to launch May 1 in the U.K. and on May 13 in the U.S. All products in the collection will be available at JoJo Maman Bébé stores and online.

“As one of the first books many children are introduced t, and a character loved by all ages, ‘The Very Hungry Caterpillar’ is a perfect inspiration for children’s apparel,” says Mel Brown, design director, JoJo Maman Bébé. “We’re delighted to have the chance to bring ‘The Very Hungry Caterpillar’ to both our clothing ranges and our stores.”

The JoJo Maman Bébé collaboration comes on the heels of a string of other “Very Hungry Caterpillar” deals. Eric Carle’s book creation was also recently licensed for a Philip Whitney line of home goods.

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