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August 31, 2021
Eric Carle’s ‘The Very Hungry Caterpillar’ has signed licensing deals with the Great British TeePee Company, Findel Education, DNC and Gullivers Theme Park Resorts.
New products are also being launched by a range of the brand’s existing partners, which are managed by Rocket Licensing in the U.K. for World of Eric Carle through the worldwide agent The Joester Loria Group. Those products include a refresh of its wooden toy collection this autumn by Rainbow Designs, while Dennicci launched a babywear range this spring/summer.
MORI will relaunch its zip-up sleepsuit, long-sleeve T-Shirt and printed pajamas , as well as the launch of two new sweatshirts this fall. Smiffy’s is working on a new “The Very Hungry Caterpillar” range of paper partyware and Robert Frederick launched its branded Little Gardener’s range in May, including Paint Your Own pots, Paint Your Own butterfly house and garden tool set.
“It’s an honor to have these four new partners on board for ‘The Very Hungry Caterpillar,’” says Louisa Skevington, licensing executive, Rocket Licensing. “Each a best-in-class player in their own industry, the new deals take the property into new areas, offering exciting new products and experiences for fans in the U.K. and beyond.”
Play teepees, mats and cushions based on the ‘The Very Hungry Caterpillar’ are being created by Great British Teepee Company and are due to launch on the company’s website and flagship store this fall.
Findel Education is designing a range of educational resources for nurseries and daycares. Products include a storytelling scene and an outdoor board in an international deal covering the U.K., Europe, Africa and Asia.
DNC U.K. will launch a range of homeware items including lunch bags and containers, tableware, hydration and drinkware, cutlery and baby food coolers. The products are set to launch Q1 2022.
New experiential partner Gullivers Theme Parks have recently launched their theme park branded activities, including character costume appearances and ‘The Very Hungry Caterpillar’ accommodation for families to stay overnight in their very own cocoons.
“It’s incredible to see so many new lines launching from our brilliant partners,” says Skevington. “Consumers have been turning to heritage and nostalgic brands during these uncertain times, and ‘The Very Hungry Caterpillar’ is a firm favorite across generations over 50 years since it was first published. All of our partners create on-brand, bespoke, beautiful products which appeal to a range of ages and these new lines are no exception.”
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