Rocket Licensing has announced a collaboration between The Very Hungry Caterpillar and the Royal Horticultural Society this summer.
As part of The Very Hungry Caterpillar’s 50th anniversary, there will be VHC-related events running through the charity’s gardens and flower shows throughout the summer.
The RHS Flower Shows at Cardiff, Chatsworth, Hampton Court Palace and Tatton Park will guide families around each show, starting with a giant walk-through sculpture of The Very Hungry Caterpillar created in willow. Other activities include storytelling sessions, have-a-go gardening projects and creative workshops. The RHS Schools competitions at each of the shows will also take on a Very Hungry Caterpillar theme, with pupils asked to design and create ideas for sensory planters, wildlife habits and gardens inspired by insects.
The four RHS Gardens–Wisley (Surrey), Harlow Carr (North Yorkshire), Hyde Hall (Essex) and Rosemoor (Devon)–will all take part in the Giant Wiggle during May, to launch The Very Hungry Caterpillar’s 50th birthday celebrations. In the summer, themed activities at the gardens are expected to include discovery maps and trails, themed picnics, craft activities, face painting, butterfly counts and costume character appearances. In addition, butterfly-friendly planting areas will demonstrate links between elements of the Very Hungry Caterpillar story and real garden wildlife.
At all the participating RHS Flower Shows and Gardens, table-top displays and hanging banners will point to a wide range of Very Hungry Caterpillar merchandise for sale in the visitor shops. These will include an exclusive bespoke range of Very Hungry Caterpillar products, including a children’s gardening range by Robert Frederick and a backpack by William Lamb, only available from the RHS Shops and online at RhsShop.co.uk. This collaboration will be supported by an extensive print and online marketing campaign.
“This partnership with the world’s leading gardening charity is a marvelous opportunity for both brands to extend their audience in a positive and appealing way,” says Charlie Donaldson, joint managing director, Rocket Licensing. “It’s also a chance for kids and families to have loads of summer fun in beautiful surroundings with a children’s character loved and admired worldwide for 50 years.”