Five new partners have joined the licensing programme for popular kids' book The Very Hungry Caterpillar.
Independent licensing company Rocket Licensing, which has been appointed to build on the UK success of The World of Eric Carle’s The Very Hungry Caterpillar, has announced five fresh UK licensees.
The deals, finalised at Brand Licensing Europe 2012 by Rocket together with global agent The Joester Loria Group, involve major names in a number of important categories.
These include gifts wholesaler Wild and Wolf, children and babyware manufacturer Dennicci, kids' coin-operated rides service Kiddie Rides, which will be offering a Very Hungry Caterpillar-themed ride.
William Lamb Footwear and Universal Cycles have also signed up.
These deals are a further boost to a well-established programme that has over 100 licensees in categories that include t-shirts, fabrics, puzzles, plush, stationery and more.
The Very Hungry Caterpillar is the most read children’s book in the UK, its worldwide sales are in the tens of millions, and products based on the book and its star have won awards and topped sales charts worldwide.
Charlie Donaldson, Joint Managing Director, Rocket Licensing, said: "This simple, charming, beautifully illustrated tale of a caterpillar that becomes a butterfly has been an lasting children’s favourite that has inspired a long-established and still growing licensing programme.
"We’re thrilled to welcome these new partners to the programme and are certain they will further enhance the enduring appeal and success of The Very Hungry Caterpillar brand in the UK."
Rocket Licensing is at stand G005 at Brand Licensing Europe 2012, which closes later today.
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