Last week at Brand Licensing Europe Rocket Licensing finalized five new deals for The World of Eric Carle’s The Very Hungry Caterpillar in the U.K.

In partnership with the brand’s global agent, The Joester Loria Group, U.K. representative Rocket added five new partners to The Very Hungry Caterpillar U.K. program including: Gifts, home wares and accessories wholesaler Wild and Wolf; children and baby wares manufacturer Dennicci; children's coin-operated rides service Kiddie Rides for a Very Hungry Caterpillar-themed ride; William Lamb Footwear; and Universal Cycles.

These new partners join a strong roster that includes more than 100 licensees in t-shirts, fabrics, puzzles, plush, stationery and more.

“This simple, charming, beautifully illustrated tale of a caterpillar that becomes a butterfly has been an lasting children’s favorite that has inspired a long-established and still growing licensing program,” says Charlie Donaldson, joint managing director, Rocket Licensing. “We’re thrilled to welcome these new partners to the program and are certain they will further enhance the enduring appeal and success of The Very Hungry Caterpillar brand in the U.K.”