Rocket Licensing has significantly bolstered its portfolio, picking up the rights to handle The World of Eric Carle in the UK.
The firm was appointed by the global master licensing agent, The Joester Loria Group, and will initially focus on The Very Hungry Caterpillar.
The UK's most read book, The Very Hungry Caterpillar is read an average of nine times a year by the UK's 5.5 million primary school children, according to a recent poll of 2,000 parents commissioned by the Early Learning Centre.
Rocket's programme will emphasise Eric Carle's signature vibrant colours and iconic characters, drawing on the unique style and appeal of the brand to move it into new categories.
"We are absolutely thrilled to be working with Joester Loria and Eric Carle to further develop the World of Eric Carle brands in the UK and are eager to start building on its reputation as a loved, trusted and unique brand," said Charlie Donaldson, joint MD of Rocket.
"There is a huge opportunity to create a licensing programme that truly reflects the strength and appeal of this celebrated children's author."
Debra Joester, president and CEO of Joester Loria Group, added: "Rocket's strength across multiple licensing categories and record of success with a number of brands has made them the obvious choice to grow the licensing base of The World of Eric Carle. We are looking forward to a partnership that will boost awareness of this much-loved brand even further in this pivotal market."