Chorion celebrates Hungry Caterpillar's 40th

Raft of licensing agreements secured for Eric Carle property.
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Chorion has sealed a number of licensing deals for The World of Eric Carle on the eve of the 40th anniversary of The Very Hungry Caterpillar, the brand's most famous character.

The Very Hungry Caterpillar officially reaches the milestone birthday on March 20th. A copy sells every 30 second somewhere in the world, with the picture book having been translated into more than 45 languages and selling over 29 million copies.

A new Hungry Caterpillar pop-up book is being published this year, with the US, UK, Germany, Japan, Italy, Taiwan and Norway releasing it in time for 'The Very Hungry Caterpillar Day'.

Chorion represents the worldwide rights to The World of Eric Carle brand and has recently inked deals in key markets including the US, UK, Germany, Japan and Australia.

In the US, there are now a total of 23 licensees in place including recent additions Dunecraft (terrariums); Pacific Playtents (play tents, tunnels and play parachutes); Bioworld (headwear, bags and wallets); Epicuren (children's skincare); Meadwestvaco (calendars); Rasta Imposta (Halloween costumes); and Vtech (V.smile Baby software).

Meanwhile, in the UK, Brecrest will produce apparel and infant bedding, while other new licensees include H&A (bath products); Character World (bedding); Rainbow Designs (wooden and soft toys); Shreds Limited (aprons, tabards, bags and painting sets); UK Greetings (cards); Fabric Flavours (children's t-shirts); Funky Feet (infant footwear); Talking Tables (party goods) and If (bookmarks).

In Germany, publisher Gerstenberg has a line of promotional programmes planned throughout the year, while Schmidt Spiele and University Games (games and puzzles), Nudnik (infant apparel and plush) and Werkhaus (wooden toys) are also on board.

Japan now has 25 licensees on board and is continuing the successful run of the Eric Carle Art Exhibit in 2009. In Australia, the licensing programme is continuing to grow, with Portmerion now on board.

"The Very Hungry Caterpillar continues to enchant children around the world and we are delighted to be bringing new products to the market as we begin a year of celebrations for the 40th anniversary of the brand's most beloved character," said Eric Karp, EVP of global licensing and merchandising at Chorion.

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