Gifts Today magazine

Very new licensees for The Very Hungry Caterpillar

Rocket Licensing, the licensing agent for Eric Carle’s The Very Hungry Caterpillar in the UK and Eire, has announced a raft of new licensees, with product to be launched at retail in 2019 – the year in which the classic character celebrates his fiftieth anniversary amid massively heightened media, retail and consumer awareness

New licensees coming to retail this year include natural family skincare specialist Bloom and Blossom, which is currently developing The Very Hungry Caterpillar range of toiletries within its Bath, Book and Bedtime mission; and Licensed to Charm, a creator of unique high-quality licensed jewellery and charms, which will produce a special range of The Very Hungry Caterpillar jewellery for babies, children and women, including christening gifts.

Moreover, 2019 will see the arrival of a The Very Hungry Caterpillar backpack from bags specialist William Lamb for Character.com and the debut range of personalised gifts from Signature PG.

Already launched at retail by new licensees for 2019 are butterfly and insect sets from innovative educational product company Insect Lore and a new playnest from development toy specialist Galt.

These new additions will join an impressive raft of established licensees launching new ranges for the anniversary. Rainbow Designs Ltd recently launched its new Tiny and Very Hungry Caterpillar collection of infant toys, while Dennicci’s new babywear collection will be launching into Sainsbury’s in May. New product will also be seen across areas such as dress-up, gardening products and social stationery.

Meanwhile, The Very Hungry Caterpillar publisher Puffin is planning to publish no fewer than six new books in this anniversary year including a gold 50th anniversary edition, supported by a PR and marketing campaign that includes Very Hungry Birthday Parties across hundreds of bookshops, a major online campaign, lighting up London with butterfly projections, and placement of the much-loved caterpillar across a range of print, online and broadcast media.

This increased activity in an already very successful licensing programme is driven by heightened brand awareness during The Very Hungry Caterpillar’s fiftieth anniversary year, for which many exciting activities are planned.

A busy programme of competitions, readings, retail events, new licences, online and magazine promotions and support from women’s, kids’ and parenting print and online media will continue to extend public awareness of the brand in 2019. So too will The Very Hungry Caterpillar live show, which embarks on a new tour starting in May 2019, and the biggest-and-best-ever Giant Wiggle campaign – for the charity Action for Children – which is now in its fifth year.

With worldwide book sales of The Very Hungry Caterpillar in excess of 50 million, this is one of the most popular children’s characters in publishing – or any other medium – renewing and growing his audience with every new generation. In the UK, the world’s favourite caterpillar has already inspired lines of developmental toys, plush, games, bedding, apparel, puzzles, craft and activity sets, greeting cards, toiletries and much more.

The licensing campaign for The World of Eric Carle’s The Very Hungry Caterpillar is managed in the UK by independent licensing company Rocket Licensing through the worldwide agent, The Joester Loria Group. The Very Hungry Caterpillar is the centrepiece of the successful global licensing campaign around The World of Eric Carle brand, which brings together the much-loved, multi-million-selling works of author and artist Eric Carle.

Melissa Satterly, Brand Manager of The Very Hungry Caterpillar at Rocket Licensing, says: 'Awareness and appreciation of Eric Carle’s classic children’s character has always been high, but now, with The Very Hungry Caterpillar celebrating his 50th year, interest from consumer, media and retail is greater than ever, a fact reflected in the growth of an already strong licensee list which now boasts over 30 UK partners. We are delighted to welcome these new licensees to the programme in this tremendously exciting year for the brand!'


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