Very Hungry Caterpillar reaches 45-year milestone

Range of product continues to grow; latest licensees include Ravensburger, Wild & Wolf and Dennicci.
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With a landmark 45th anniversary to celebrate in 2014, the licensing programme for The Very Hungry Caterpillar is continuing to grow.

Managed in the UK by Rocket Licensing on behalf of global agent, Joester Loria Group, there are over 120 licensees in toys, games, apparel, stationery, gifts and more.

The most recent UK deals - signed in the run up to next week's Licensing Expo - include Ravensburger (games and puzzles); Wild & Wolf (gifts, homeware and accessories); children and babywear manufacturer Dennicci; and William Lamb Footwear (wellington boots).

Already available at retail - or imminent - are new cut out cards from UK Greetings; bikes, trikes and skateboards from Universal Cycles; bedding and blankets from Dreamtex; and Rainbow Designs' toy range.

The presence of the brand at retail will be further enhanced with the introduction of a refreshed range of packaging in autumn, along with a commemorative 45th anniversary logo.

Promotions, new product launches and special in-store and online celebrations are also planned.

"It's been nearly half a century since the Very Hungry Caterpillar first appeared and yet today he is as popular as ever - with both consumers and licensees," said Rob Wijeratna, joint MD at Rocket Licensing. "Not only will the coming months see new product at retail from some of the most respected names in their field, but further licensee announcements.

"This is a classic character and a brand that can definitely look forward to a very happy birthday."

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