VHC programs include:

A partnership with Buy Buy Baby for a U.S. and Canada craft and storytime event taking place on March 23. The event will include a free growth chart giveaway and a raffle for prizes, along with costume character appearances in select locations. The event will be promoted across Buy Buy Baby’s in-store signage, email marketing and social media platforms.

British retailer Debenhams launched a Very Hungry Caterpillar power walkway with in-store signage and selfie standees in its 45 locations on March 11 featuring a range of toys, books, games and ceramics from Rainbow Designs, Penguin Publishing, Portmeirion, Paul Lamond and Galt.

A U.S. publicity/in-store event tour with a Very Hungry Caterpillar costume character in 15 cities around the country in conjunction with Penguin Publishing.

All events will be promoted across The World of Eric Carle social media channels with the corresponding hashtag #VHC50 and will be featured on the 50th birthday map on vhc50.com.