Chorion has hired Marathon Media as the merchandising and licensing agent for The World of Eric Carle for France.
The Paris-based firm will manage all French licensing opportunities based on the designs on Eric Carle and, in particular, The Very Hungry Caterpillar.
The company is eyeing up a number of categories where it believes the brand would fit, including apparel, plush, toys and games, stationery, health and beauty, arts and crafts and giftware.
The Very Hungry Caterpillar celebrated its 40th anniversary in 2009. It has sold over 30 million copies worldwide and has been translated into 47 languages.