Rocket Licensing has detailed a major collaboration between Eric Carle’s classic children’s character The Very Hungry Caterpillar and Cornwall’s popular Eden Project.
For two days this spring – March 16th to 17th – the Eden Project will introduce a range of The Very Hungry Caterpillar activities in celebration of the brand’s 50th anniversary this year.
The weekend will include a story book trail that will take place around both of the site’s biomes: The Rainforest biome and the Mediterranean biome with trail points gradually revealing parts of the story for kids to follow.
Participants will journey through the days of the week, exploring the life cycle of the butterfly as they go.
Craft activities will also be part of the event, allowing kids to make their own grass sprouting seed caterpillar, butterfly wings or caterpillar string puppets. Older kids will be able to craft wind-up fluttering paper butterflies.
The Eden Project will also put on a series of storytelling sessions while The Very Hungry Caterpillar merchandise will be available to purchase in the site’s gift shop.
This will mark the first brand collaboration between Eric Carle’s character and the Eden Project and has been earmarked as one of the key highlights of the brand’s 50th anniversary year.
The licensing campaign for The World of Eric Carle’ The Very Hungry Caterpillar is managed by Rocket Licensing here in the UK through the worldwide agent, The Joester Loria Group.
In the UK, the brand has already inspired lines of development toys, plush, games, bedding, apparel, puzzles, craft and activity sets as well as greetings cards, toiletries and more. A programme of competitions, readings, retailer partnerships, new licenses and online and in print promotions are already in play.
Melissa Satterly, brand manager of The Very Hungry Caterpillar at Rocket Licensing, said: “With nature such a core brand value for The Very Hungry Caterpillar, the partnership with one of the UK’s most iconic sites for exploring the natural world is perfect for the big anniversary year.
“We are delighted to be working wit the Eden Project. In his 50th year, it looks like one of the world’s most popular children’s characters is going to be busier than ever.”