Sainsbury’s Signs on for Hungry Caterpillar Babywear

Rocket Licensing, the brand’s U.K. agent, brokered the deal.

The new, six-piece range includes a sleepsuit, bodysuit, romper, pre-walker booties, long-sleeve bib and hooded towel that feature patterned designs and images of fruit.

“The lovely new babywear range carries on the Paul Dennicci tradition of stylish, innovative design and highly practical babywear and is sure to have enormous appeal to fans of The Very Hungry Caterpillar,” says Rob Wijeratna, joint managing director, Rocket Licensing. “2018 has got off to a very busy start for the brand and we are excited to announce further plans as the 50th anniversary in 2019 gets ever closer.”

Paul Dennicci’s collection is the latest addition to a growing catalog of The Very Hungry Caterpillar goods at the retailer–which currently includes cards from Woodmansterne, costumes from Amscan, books from Penguin and toys from Rainbow Designs.