‘The Very Hungry Caterpillar’ Extends Action for Children Partnership

The campaign to aid in COVID-19 relief was developed with the help of licensing agents Rocket licensing and The Joester Loria Group.

License Global

August 19, 2020

Building on its successful collaboration with U.K. nonprofit Action for Children, Rocket Licensing, which manages the U.K. rights for “The Very Hungry Caterpillar” through the worldwide agent The Joester Loria Group, has launched a new campaign targeting families who sign up to donate to the organization regularly.

The deal sees new subscribers to Action for Children receive a “The Very Hungry Caterpillar” growing pack, including four growing activities for gardeners aged eight and under. Projects include building a bug hotel, creating a bird feeder and growing your own lettuce and cress.

Newly subscribed families will also gain access to exclusive online activities, incorporating crafting, growing and cooking challenges based around what they are nurturing from The Growing Challenge packs, to further extend the play value, entertainment and learning. Those who make a one-off donation will be sent digital copies of the pack as well.

Rocket Licensing already has a successful relationship with

Action for Children, having organized

The Giant Wiggle with The Very Hungry Caterpillar

for the last seven years, which has raised in excess of £300,000. In addition, the charity’s Emergency Appeal in response to COVID-19 has already helped support more than 10,000 children and young people and a new digital parenting site has been launched to support parents adapting to the challenges presented as a result of the pandemic.

“We are really pleased to be able to further support this wonderful charity through their work with ‘The Very Hungry Caterpillar,’” says Charlie Donaldson, joint managing director, Rocket Licensing. “Having launched at the beginning of the month, we have already seen a very positive response to the campaign and I’m sure the worldwide recognition of this literary classic will help to leverage Action for Children’s work and support them in raising valuable funds.”

The new initiative emphasizes “The Very Hungry Caterpillar’s” key values and offers educational play activities for the many children whose usual pastimes are still restricted due to the COVID-19 pandemic. Action for Children is promoting The Growing Challenge across its social media platforms and online.

“We're very excited to be exploring new and innovative ways to fundraise with ‘The Very Hungry Caterpillar,’” says Ellen Smyth, innovation manager, Action for Children. “It's a brand our supporters know and love. Since the COVID-19 crisis hit, Action for Children has supported thousands of children and young people, and brilliant partnerships like this one help us continue to be a vital lifeline in our communities for children all over the country.”