Rocket Licensing has secured yet another partnership for Eric Carle’s The Very Hungry Caterpillar, this time partnering with the gardening charity, the Royal Horticultural Society.
Inspired by The Very Hungry Caterpillar’s 50 anniversary, a series of The Very Hungry Caterpillar-related events will be running through the charity’s four Gardens and four of its Flower Shows throughout the summer of 2019.
The four RHS Gardens annually attract over two million visitors a year, more than 400,000 of them over the summer. The RHS Flower Shows at Cardiff, Chatsworth, Hampton Court Palace and Tatton Park together attract over 260,000 visitors.
A family trail will guide families around each of the shows, starting with a giant walk-through sculpture of The Very Hungry Caterpillar created in willow. Other activities are set to include storytelling sessions, have-a-go gardening projects and creative workshops.
Meanwhile, the RHS Schools competitions at each of the shows will take on a Very Hungry Caterpillar theme, with pupils asked to design and create ideas for sensory planters, wildlife habits and gardens inspired by insects.
In addition, butterfly-friendly planting areas will demonstrate links between elements of the Very Hungry Caterpillar story and real garden wildlife.
Anticipating a boost a retail, all the participating RHS Flower Shows and Gardens will feature table-top displays and hanging banners to point to a range of Very Hungry Caterpillar merchandise for sale in the visitor shops. These will include an exclusive bespoke range of Very Hungry Caterpillar products, including a children’s gardening range by Robert Frederick and a back pack by William Lamb.
Charlie Donaldson, joint managing director of Rocket Licensing, said: “This partnership with the world’s leading gardening charity is a marvellous opportunity for both brands to extend their audience in a positive and appealing way.