Rocket gears up for 50 years of The Very Hungry Caterpillar with new partnerships

“These 2018 launches underline the still enormous popularity of The Very Hungry Caterpillar with young children and their parents many years after the first edition of this magical book was launched."
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Rocket Licensing has detailed its plans to bolster the licensing activity around Eric Carle’s The Very Hungry Caterpillar as the popular property enters its 50th anniversary.

2018 will see a number of new The Very Hungry Caterpillar products enter the market such as cutlery and baking kits from Portmeirion and an extensive gardening range from Robert Frederick.

Fans can also look out for a new board game titled Let’s Feed The Very Hungry Caterpillar from Paul Lamond Games, as well as a range of creative activity publishing from Alligator.

Woodmansterne will be bringing new ranges of seasonal and everyday greetings cards, as well as The Very Hungry Caterpillar advent calendar to retail this year.

Baby wear licensee Paul Dennicci is launching new and growing ranges for spring/summer and autumn/winter this year, while Roy Lowe and Sons is planning a range of socks.

Further to this, the world’s biggest online retailer is responding with the launch a The Very Hungry Caterpillar Amazon store this spring.

‘World Book Day 2018 will be an important one for the most-read children’s book in the UK and Rocket is maximising The Very Hungry Caterpillar’s potential for this major event with a range of dress-up outfits by Amscan,’ read a statement from the firm.

Competitions, retailer partnerships, online and magazine promotions and support from print and online media have further extended awareness of the brand as well as The Very Hungry Caterpillar live show.

Rocket Licensing has also started discussions with promotional partners, retail partners and licensees in the lead up to the 2019 anniversary celebrations of 50 years of the title. Areas of new opportunity include healthy snacks, infant care and feeding, garden and plants, outdoor toys, accessories and magazine publishing.

Charlie Donaldson, joint managing director of Rocket Licensing, said: “These 2018 launches underline the still enormous popularity of The Very Hungry Caterpillar with young children and their parents many years after the first edition of this magical book was launched.

“Not only will these delightful and diverse ranges appeal strongly to fans of The Very Hungry Caterpillar but this activity kicks off a very busy year for this amazing brand as its 50th anniversary gets ever closer.”

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