Rocket Licensing and JoJo Maman Bébé strike up Very Hungry Caterpillar retail partnership

Rocket Licensing has secured a direct to retail licensing agreement with JoJo Maman Bébé for the the popular Eric Carle’s The Very Hungry Caterpillar brand.

The first JoJo Maman Bébé The Very Hungry Caterpillar apparel range, aimed at children aged from birth to six years old, is available in more than 90 JoJo Maman Bébé stores across the UK and Ireland, as well as online from May 1st.

The range will also be sold in JoJo Maman Bébé’s US stores and online in the US from the 13th of May. The five-piece range is comprised of a t-shirt top, a romper, a leggings and t-shirt set and two sleepsuits.

The collection will be merchandised in stores on a feature display alongside other popular The Very Hungry Caterpillar licensed products: Rainbow Design toys and Penguin books, with product by Paul Lamond Games displayed in the main range.

The new collection will be supported by PR and marketing initiatives, including a social influencer campaign and social media competitions.

This major agreement not only underlines the continuing strength of the brand but is an important part of The Very Hungry Caterpillar’s 50th anniversary celebrations – celebrations that have seen multiple licensees coming to retail this year in areas as diverse as toiletries, jewellery, backpacks, personalised gifts, educational butterfly-and-insect sets and playnests.

The Very Hungry Caterpillar publisher Puffin is planning to publish no fewer than six new books in this anniversary year, including a gold 50th anniversary edition, supported by a PR and marketing campaign that includes Very Hungry Birthday Parties across hundreds of bookshops, a major online campaign, lighting up London with butterfly projections, and placement of our favourite caterpillar across a range of print, online and broadcast media.

With worldwide book sales of The Very Hungry Caterpillar in excess of 50 million, this is one of the most popular children’s characters in publishing – or any other medium – renewing and growing his audience with every new generation.

Mel Brown, design director at JoJo Maman Bébé, said: “As one of the first books many children are introduced to, and a character loved by all ages, The Very Hungry Caterpillar is a perfect inspiration for children’s apparel. We’re delighted to have the chance to bring The Very Hungry Caterpillar to both our clothing ranges and our stores.”

Rob Wijeratna, joint managing director of Rocket Licensing, added: “JoJo Maman Bébé, a leading mother and baby brand and a design innovator, has brilliantly adapted The Very Hungry Caterpillar to a stylish, witty and appealing range of children’s apparel.

“I’m sure that young kids – and their parents – will find this range irresistible.”

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