The Joester Loria Group, global master licensing agent for The World of Eric Carle, has appointed Rocket Licensing as U.K. agent for the brand.
The program will initially focus on “The Very Hungry Caterpillar,” one of the U.K.’s most read children’s books.
“Rocket’s strength across multiple licensing categories and record of success with a number of brands has made them the obvious choice to grow the licensing base of The World of Eric Carle,” says Debra Joester, president and chief executive officer, The Joester Loria Group. “We are looking forward to a partnership that will boost awareness of this much-loved brand even further in this pivotal market.”
The World of Eric Carle currently has more than 100 licenses available in more than 13 countries in categories including infant toys, apparel and home products. Rocket aims to extend the range of products available in the U.K.
“There is a huge opportunity to create a licensing program that truly reflects the strength and appeal of this celebrated children’s author,” says Charlie Donaldson, joint managing director, Rocket.