Rocket Licensing, the U.K. sub-agent for The World of Eric Carle, is getting ready for the 45^th anniversary of The Very Hungry Caterpillar in 2014 with a roster of new licensees.

The most-read children’s book in the U.K., The Very Hungry Caterpillar is the centerpiece of The World of Eric Carle brand and has a global licensing program that includes more than 120 licensees. The Joester Loria Group represents the brand worldwide.

New U.K. partners for The Very Hungry Caterpillar include Ravensburger for games and puzzles; Wild and Wolf for gifts, homewares and accessories; Dennicci for children’s and baby wear; William Lamb Footwear for Wellington boots; U.K. Greetings for a new range of cut-out cards; Universal Cycles for bikes, trikes and skateboards; Dreamtex for bedding and blankets; and Rainbow Designs for developmental toys.

The brand’s presence at retail will also be enhanced this fall with new packaging and a commemorative 45^th anniversary logo.

“It’s been nearly half a century since The Very Hungry Caterpillar first appeared and yet today he is as popular as ever–with both consumers and licensees,” says Rob Wijeratna, joint managing director, Rocket Licensing. “Not only will the coming months see new product at retail from some of the most respected names in their field but further licensee announcements. This is a classic character and a brand that can definitely look forward to a very happy birthday.”