“Consumer, media and retail interest in The Very Hungry Caterpillar is greater than ever,” says Rocket Licensing

Rocket Licensing has detailed a raft of new licensees for the popular preschool brand The Very Hungry Caterpillar, as it marks its 50th anniversary this year.

New licensees coming to retail this year include the 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.

Meanwhile, Licensed to Charm will create a line of licensed jewellery and charms for babies, children and women.

On top of this, 2019 will also see the launch of a The Very Hungry Caterpillar backpack from William Lamb for, and the debut range of personlised gifts from Signature PG.

The new lines will join an already blooming portfolio of partners including butterfly and insects sets from the educational specialist, Insect Lore and a new play nest from Galt.

Rainbow Designs recently launched its new Tiny and Very Hungry Caterpillar collection of infant toys, while Dennicci’s new babywear collection will launch into Sainsbury’s in May.

The Very Hungry Caterpillar publisher Puffin is planning to publish six new books this anniversary year, including a gold 50th anniversary edition, supported by a PR and marketing campaign that includes Very Hungry Birthday Parties across hundreds f bookshops, an online campaign, a light-up London initiative with butterfly projections, and more.

Worldwide book sales of The Very Hungry Caterpillar are in excess of 50 million, making it one of the most popular children’s characters in publishing.

Melissa Satterly, brand manager of The Very Hungry Caterpillar at Rocket Licensing, said: “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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