Rocket Licensing welcomes brace of new UK licensees for The Very Hungry Caterpillar

The popular preschool property, The Very Hungry Caterpillar is expanding its presence in the toys, role-play, and party space this year thanks to renewed and extended ranges from its master toy partner, Rainbow Designs, as well as product launches from Smiffys, and the Great British Teepee Company.

Play teepees, mats, and cushions all based on Eric Carle’s iconic The Very Hungry Caterpillar are among just some of the newest licensed products to making their way to the UK’s retail space this year, as Rocket Licensing continues to extend the consumer product reach for the hit preschool IP.

The Great British Teepee Company joins a list of new partners, including Findel Education, DNC and Gullivers Theme Park Resorts to embark on new and expansive ventures with the Eric Carle property through partnerships secured by Rocket Licensing, the UK licensing agency.

A range of play teepees, mats, and cushions will launch via the Great British Teepee Company’s eCommerce site and its flagship store this autumn, while Findel Education will introduce a range of educational resources for nurseries and early Childhood centres.

Products featuring the wiggly character are set to include story stones, a storytelling scene and an outdoor board in an international deal covering the UK, Europe, Africa and Asia.

DNC UK Ltd are newly signed for a broad range of homeware items including lunch bags and containers, tableware, hydration and drinkware, cutlery and baby food coolers. With broad distribution across grocery, independent specialist stores, online and mass market, an initial product range is in development to launch in Q1 2022.

Finally, the new experiential partner Gullivers Theme Parks has recently launched its theme park branded activities including character costume appearances and even The Very Hungry Caterpillar accommodation for families to stay overnight in their very own cocoons. The attractions will feature at two of the theme parks’ sites – Gulliver’s Land (Dinosaur and Farm Park) in Milton Keynes, and Gulliver’s Valley South Yorkshire – and there are plans to further develop these activities for next year.

Louisa Skevington, licensing executive, Rocket Licensing, said: “It’s an honour to have these four new partners on board for The Very Hungry Caterpillar. Each a best in class player in their own industry, the new deals take the property into new areas, offering exciting new products and experiences for fans in the UK and beyond.

“The Very Hungry Caterpillar has enjoyed great success with experiential campaigns over recent years, including our award-winning partnership with the Royal Horticultural Society in 2019 and successful partnership with ZSL London Zoo earlier this summer, so we’re excited to extend that into the theme park arena too. Meanwhile the range from Findel will satisfy a growing demand among Early Years settings for The Very Hungry Caterpillar related learning and play activities.”

As well as the new partnerships, Rocket Licensing’s existing portfolio of licensees for The Very Hungry Caterpillar have been busy creating fresh products.

Master Toy partner, Rainbow Designs, is launching a refresh of its wooden toy collection this autumn, while Dennicci offered its biggest ever babywear range for spring/summer this year, with up to 20 SKUs launching across grocery retail. Further extensive babywear ranges are now planned for autumn/winter 2021 and spring/summer 2022.

In addition to this, MORI, which launched its inaugural eight-piece The Very Hungry Caterpillar babywear range in February this year – will be building upon the collection’s success with a relaunch of three of bestsellers: the Zip-Up Sleepsuit, Long Sleeve T-Shirt and Printed Pyjamas, as well as the launch of two new sweatshirts this autumn.

Smiffy’s is working on a new The Very Hungry Caterpillar range of paper partyware using the brand’s new Love Your Planet style guide. Meanwhile Robert Frederick launched its new Little Gardener’s Range in May, including Paint Your Own Pots, Paint Your Own Butterfly House, and Garden Tool Set.

Louisa added: “It’s incredible to see so many new lines launching from our brilliant partners. Consumers have been turning to heritage and nostalgic brands during these uncertain times, and The Very Hungry Caterpillar is a firm favourite across generations over 50 years since it was first published.

“All of our partners create on-brand, bespoke, beautiful products which appeal to a range of ages and these new lines are no exception.”

Rocket Licensing | “There’s real opportunity to make retail an experience and destination again”

For those of the industry who tuned into the special licensing panel discussion at this year’s London Book Fair, albeit in its digital format, you’d have caught Rocket Licensing’s join managing director, Rob Wijeratna waxing lyrical on the virtues of Eric Carle’s The Very Hungry Caterpillar, a phenomenon of the children’s publishing space and extended licensing market, despite the book itself being only 22 pages long.

At the crux of Wijeratna’s point was that building a brand is ‘about telling a story’ no matter the size (or page length) of the source material. The Very Hungry Caterpillar is today a globally loved franchise that is not only a staple of book shelves and schools across the country – or the planet – but of the preschool and nursery space as a whole.

Central to the storytelling that Rocket Licensing weaves through the wider activity around the title is the experiential licensing, a pocket of licensing that so often acts as ‘an anchor point around which the many facets of a licensing programme can centre. A sector that faced some rather ominous hurdles over the last year, experiential licensing has been forced to adapt and change shape over the course of the past 18 months, working to uncover new spaces within the home via virtual and digital means.

But it’s a space now beginning to open up once again. And as such, Licensing.biz thought it wise to catch up with Rocket Licensing brand manager, Melissa Satterly, to discover what the licensing agency has planned for the return of live experiences for The Very Hungry Caterpillar, Beano, and a few others among its core portfolio.

Hello Melissa, thanks for taking the time to answer our questions this week. The most obvious point to address first and foremost is the pandemic and the impact this has had on the experiential licensing space. As we begin to ‘unlock’ and remove social distancing measures, what sort of excitement is there around the return of experiential licensing?

With things opening up again and families increasingly looking for, and getting excited about, staycations and days out nearer to home, now feels like the perfect time to be engaging with experiential licensing and family-focused activities. We’ve seen real enthusiasm and high visitor numbers for the branded events that we have put on so far in 2021 and are excited for the roll out of several more initiatives over the summer.

How do you think experiential licensing has evolved over the course of the pandemic and what lasting impression has it left on the market and consumers? How do you begin to reintroduce experiential licensing to a post-pandemic world?

The pandemic saw Rocket and our partners take a very different approach to experiences, with the transition to online and at-home events. For example, our annual The Very Hungry Caterpillar Giant Wiggle partnership with Action for Children took place online in 2020 as an at-home activity pack for families. In addition to this, Action for Children really responded to how families were spending lockdown by launching a Growing Challenge subscription pack for little gardeners, an experiential product that we are excited to see continue to do well post-pandemic as well.

We also worked closely with License to PR to deliver lockdown-suitable content, creating a social media campaign for The Very Hungry Caterpillar that targeted parenting/foodie influencers who provided fun caterpillar-inspired recipes for people to try at home, while also promoting the Feed the Hungry Caterpillar game from University Games, responding to the rising popularity of games and puzzles while families were at home. This was one of our most successful campaigns to date.

With lockdowns easing, we have been careful and strategic in the experiences that we have put on, for example focusing on fun outdoor activities while restrictions have remained in place indoors. The first major experiential partnership that we have seen in 2021 was the Big Beano Bonanza at Kew Gardens, which adhered to all guidance on social distancing, with Beano-themed Covid safety signs along the trail, hand gel stations, marshalls and pre-booked visitor slots.

The sale of our branded and co-branded Beano product was initially focused online for the earlier stages of the event while the visitor shops remained closed, and advertising took on an online and local focus.

Can you talk us through some of the key partnerships you’ve secured across the experiential licensing space recently?

We are really excited to have a current partnership for The Very Hungry Caterpillar taking place at London Zoo (running until 16th July). Families can enjoy a fun range of activities, including crawling through a giant fruit story trail, crafting and story-telling sessions throughout the day, as well as the opportunity to visit Butterfly Paradise and Bug House.

For 2021, we have also partnered with Gulliver’s Valley (Rotherham) and Gulliver’s Dinosaur and Farm Park (Milton Keynes) for a range of branded activities for both The Very Hungry Caterpillar and Beano. The Very Hungry Caterpillar presence launched on Saturday, May 1st and includes Meet & Greets, birthday parties, crafting activities and even themed accommodation, so that families can spend the night in their very own cocoons.

The Beano characters will be getting up to all sorts of mischief, including a Beano Blasters! laser tag attraction. We are also very excited to have just finalised a partnership with Escape Live for a Horrible Histories Escape Room, opening later this year and giving families the opportunity to be immersed in a mission that transports them through multiple different time periods.

How important will experiential licensing be for retail in enticing consumers away from the online space? What opportunities are there now available to reboot the retail sector through experiential licensing? Are there any examples of this you can give from your own portfolio?

With the shift to ecommerce and online over lockdown, there is a real opportunity now to make retail more of an experience and destination again, as people get excited to get out and about and enjoy a physical browse in store. Another of our The Very Hungry Caterpillar partners is Bluewater shopping centre who has used experiential licensing to enhance the family shopping experience with the addition of The Very Hungry Caterpillar nature trail and in-mall storytelling telling events.

Bluewater is surrounded by 50 acres of landscaped parkland, which was a popular location for local visitors during the lockdown. They opened a new The Very Hungry Caterpillar storytelling trail this May half term to further build on the existing branded nature trail. The new story trail consists of seven signposts, which are designed using imagery from the book and feature cut outs for photos opportunity and QR codes that tell the story through narration by local school children. It’s a lovely way for families to enjoy time together whilst shopping at Bluewater.

From a Rocket Licensing perspective, what makes a successful partnership in the experiential licensing space?

It’s always so important to be able to match up the brand values of the location with the licensed property. For example, with The Very Hungry Caterpillar, we have really focused on nature-driven partnerships with the likes of the Royal Horticultural Society, the Eden Project and the nature reserve at Bluewater. In terms of execution, we aim to create multi-dimensional experiences, with not only a variety of activities, but opportunities for co-branded merchandise in location-based retail outlets.

Indeed, experiential licensing offers great opportunities to showcase product for our brands in fantastic cross-category displays and really get our licensees working together in collaboration. It is also important for venues to use digital engagement to drive families to the events through comprehensive marketing, advertising and social media promotion.

What do you enjoy the most about the experiential licensing sector, what level of innovation and creativity does it offer you guys and the brands you work with?

It’s always so wonderful to see children and families engaging and having fun with the brand activities; we get so much traction for the partnerships on social media and absolutely love looking at all of the photos! And yes, the creativity of the activities is always fantastic to work on. For example, our recent Beano trail saw a mile long trail including 3D bespoke comic strip, whoopie cushion stepping stones and water pistols over the lake! It’s always really satisfying to see the collaborative effort that goes into these experiences, bringing together marketing, creative and events team with product offerings from our licensees to create brand-immersive events.

What do you think the future looks like for experiential licensing and what are the key points of change in this sector?

We are confident that this sector will continue to grow, generating strong awareness and revenue for brands. Venues like Escape Rooms are only just beginning to engage with licensed IP so this is surely an area that will continue to expand. It’s also likely that experience and retail will draw increasingly close together, exploring more in-store experiences at retail as well as increasing the focus on co-branded product and retail promotion, in association with events and activity venues.

What’s the next big step for you guys in this space?

We are continuing to look for new appropriate experiential partners for our brands and have already started early conversations for next year. We have had great success with experiential licensing in particular for The Very Hungry Caterpillar over recent years and are now increasingly expanding our focus to some of our other fantastic brands, such as Beano and Horrible Histories, to find the perfect location-based fit.

We also have some fantastic adult brands in our portfolio which we would also like to develop in the experiential area. It’s always exciting sharing brand ideas with new partners to create collaborative, engaging and fun experiences for visitors whilst supporting licensed product, and this is what we will continue to do.

Licensing experts assemble for special London Book Fair online insights seminar next week

The former marketing manager of Licensing International UK and CEO of Imaginators.tv, Ryan Beaird will be chairing a panel of licensing experts during the London Book Fair’s online insights seminar later this month.

The basics of licensing seminar will be aimed at the show’s audience of publishers looking to get into licensing, or authors wanting to better understand how the licensing industry operates and how they can build a brand from their works.

Scheduled to take place on June, 22nd from 13.25, the hour long session will hear from Beaird as he shares insights from his seven years experience running the UK office of the licensing industry association, Licensing International UK. He will be joined by Thomas Merrington, creative director of Penguin Ventures who will talk about Peter Rabbit and the brand’s live exhibitions.

Following the presentations, there will be a live Q&A session with panellists including Merrington, Rob Wijeratna, joint MD of Rocket Licensing, Rebecca French, head of licensing at the Roald Dahl company, and Lauren Sizeland, director of licensing of the V&A, who will talk audiences through the V&A’s Alice in Wonderland exhibitions as well as its award winning shop.

“We are delighted that we can host this panel as part of The Online Book Fair’s seminar programme,” said Andy Ventris, event director, London Book Fair.

“We are sure that this topic will be of great interest to our audience, with more than 2,000 global publishing professionals registered for the event and licensing being such a crucial part to the business of publishing, this looks set to be one of the highlights of the Online Book Fair programme.”

Registration for the online event next week is free.

Seminar Details and Registration Link: 

https://www.londonbookfair.co.uk/en-gb/whats-on/seminar-programme/sessions-details.2124.64555.licensing-how-to-build-a-brand-from-a-book.html

Licensing experts assemble for special London Book Fair online insights seminar next week

The former marketing manager of Licensing International UK and CEO of Imaginators.tv, Ryan Beaird will be chairing a panel of licensing experts during the London Book Fair’s online insights seminar later this month.

The basics of licensing seminar will be aimed at the show’s audience of publishers looking to get into licensing, or authors wanting to better understand how the licensing industry operates and how they can build a brand from their works.

Scheduled to take place on June, 22nd from 13.25, the hour long session will hear from Beaird as he shares insights from his seven years experience running the UK office of the licensing industry association, Licensing International UK. He will be joined by Thomas Merrington, creative director of Penguin Ventures who will talk about Peter Rabbit and the brand’s live exhibitions.

Following the presentations, there will be a live Q&A session with panellists including Merrington, Rob Wijeratna, joint MD of Rocket Licensing, Rebecca French, head of licensing at the Roald Dahl company, and Lauren Sizeland, director of licensing of the V&A, who will talk audiences through the V&A’s Alice in Wonderland exhibitions as well as its award winning shop.

“We are delighted that we can host this panel as part of The Online Book Fair’s seminar programme,” said Andy Ventris, event director, London Book Fair.

“We are sure that this topic will be of great interest to our audience, with more than 2,000 global publishing professionals registered for the event and licensing being such a crucial part to the business of publishing, this looks set to be one of the highlights of the Online Book Fair programme.”

Registration for the online event next week is free.

Seminar Details and Registration Link: 

https://www.londonbookfair.co.uk/en-gb/whats-on/seminar-programme/sessions-details.2124.64555.licensing-how-to-build-a-brand-from-a-book.html

Eric Carle’s “timeless tales and unique artwork will delight and inspire for years to come”

Rocket Licensing has joined the many to express condolences over the death of Eric Carle, the author and illustrator of The Very Hungry Caterpillar, who died on May 23rd aged 91.

A statement issued by the family of the US author read: “In the light of the moon, holding on to a good star, a painter is now travelling across the night sky.”

Carle’s most famous book tells the story of a caterpillar with a giant appetite that, having been first published in 1969, has gone on to sell more than 50 million copies around the world and been translated in 62 languages. 

Not only that, but the title has built an enduring reputation among global audiences that spans generations, upheld by a robust licensing programme that spans categories and continents. The brand’s European activity is overseen by the UK’s own Rocket Licensing.

Carle’s son Rolfe told the New York Times that his father had died in Northampton, Massachusetts, from kidney failure. 

Rocket Licensing issued its own statement via social media this morning, saying:

“It is with great sadness that we hear that Eric Carle, author and illustrator of The Very Hungry Caterpillar, passed away on 23rd May at the age of 91. Eric’s timeless tales and unique artwork will continue to delight and inspire for years to come. #RememberingEricCarle”

Speaking with the BBC in 2019, Carle believed that the enduring popularity of his The Very Hungry Caterpillar came down to its ‘fundamental message of hope.’

“For many years, my publisher and editor and I did not know the reason for The Very Hungry Caterpillar being so popular,” he said. “But over time, I’ve come to feel that it is a book of hope. And it is a hopeful feeling that has made it a book readers of all ages enjoy and remember.”

It is estimated that one copy of Eric Carle’s The Very Hungry Caterpillar is sold every 15 seconds.

The Very Hungry Caterpillar asks for Mori to grow baby essentials portfolio

The baby essentials brand, Mori has secured a new partnership with Rocket Licensing to launch a collection inspired by the World of Eric Carle and the cherished story book, The Very Hungry Caterpillar.

The limited edition collection has been designed for newborns through to children aged six years old and unites Mori’s signature soft and sustainable materials with the popular literary character in a collection that launched this week. 

“Mori is overjoyed to help bring the enchanting and timeless appeal of The Very Hungry Caterpillar to life for today’s generation of little fans, as well as continue the tradition for their parents and siblings,” said brand founder Akin Onal.

“Joining the world of Eric Carle with the Mori and The Very Hungry Caterpillar Collection is one of our proudest milestones.”

The new collection follows the success of Mori’s licensing debut when it lauched a Gruffalo collection in 2019.

Rob Wijeratna, joint managing director at Rocket Licensing, said: “We are absolutely delighted to be working with Mori on this beautiful new The Very Hungry Caterpillar range, creating high quality classic pieces for a treasured brand that continues to go from strength to strength. MORI’s commitment to creating special family moments and using sustainable fabrics also seems highly fitting for this nature-loving brand that remains a favourite across the generations.”

The Mori and The Very Hungry Caterpillar collection includes eight very special designs featuring Mori’s silhouettes and organic cotton and bamboo-blend fabrics with sweet prints and excerpts culled from The Very Hungry Caterpillar. Among the collection, standouts include Mori’s award winning zip-up sleepsuit, long-sleeved t-shirts, a pyjama set with “Tiny” and “Very Hungry” lettering, a spirited romper and a 2-pack short-sleeved bodysuit featuring a juicy red apple. 

Sophie Gibson, Head of Brand at Mori added: “Following the success of our first licensed collaboration with The Gruffalo, we are thrilled to be launching our second licensed collaboration ahead of World Book Day 2021; The Very Hungry Caterpillar. As a brand dedicated to helping to improve a family’s sleep, we believe that story time is an essential part of a child’s development and bedtime routine, which is why we have partnered with the much-loved story by Eric Carle.” 

The Mori and The Very Hungry Caterpillar collection will be available online exclusively online at www.babymori.com fromthis month.

Rocket Licensing receives ten Licensing Awards 2020 nominations for Hungry Caterpillar, Rebel Girls and more

Rocket Licensing is enjoying a run of industry success this year, having found itself with no fewer than ten inclusions in the shortlist for the upcoming Licensing Awards. Nominations in the 2020 awards span its work across licensed product ranges and experiential collaborations for a range of its licensors and licensees.

The slew of nominations follows the company’s recent win at the Licensing International Excellence Awards, where The Very Hungry Caterpillar campaign at the Royal Horticultural Society was named the Best Experiential or Location-based initiative.

The Very Hungry Caterpillar has now been shortlisted for seven awards, including the overall Best Preschool Licensed Property in the Licensing Awards. It has also been recognised for its RHS Summer Partnership in the Best Licensed Promotions Campaign category, its Butterfly Dress-up for George@Asda from Christys By Design is nominated in the Best Licensed Dress-up or Partyware award, and its clothing range from Denicci for Tu at Sainsbury’s is shortlisted in the Best Licensed Preschool Apparel Range category.

Rounding out the property’s nominations, its Gardening Range for the RHS from Robert Frederick is in the Best Licensed Giftware Range, Home Décor, Tableware or Housewares Range.

Meanwhile, Rebel Girls has been named a finalist in the Best Sustainable Licensed Product category, a new slot for the 2020 Licensing Awards. It’s the UK games and puzzles specialist, Gibsons and its Rebel Girls jigsaw range that has caught much of the industry attention and secured its place in the shortlist.

The puzzles, which carry Rebel sirls’ mission to highlight female role models, are printed on 100 per cent recycled puzzle board and FSC paper.

Christmas favourite, The Elf on the Shelf, has landed two spots on the finalist list, as contender for the overall Best Children’s or Tween Licensed Property (Age Group five to 12), and also in the Best Licensed Giftware Range, Home Décor, Tableware or Housewares Range category, for its Food Gifting Range from Kimm & Miller.

The Beano brand has been recognised in the Best Licensed Promotions Campaign category for the Beano Time Travellers! exhibition at Mottisfont, which explored the history of the longest running children’s comic in Britain. Meanwhile, the Horrible Science Kits and Board Game from James Galt & Co are in the running for the Best Licensed Toys or Games Range.

 Rob Wijeratna, joint MD, Rocket Licensing, said: “We’re so pleased that these awards have all been able to go ahead virtually despite all of the current restrictions, so that our industries can come together to support one another during a difficult time, and celebrate excellence in the sector.

“We’re thrilled for our licensors and licensees to have been recognised across such a wide range of categories, and would like to congratulate all the other finalists. Fingers crossed for virtual Rocket Licensing corks popping on the 16th December.”

The Very Hungry Caterpillar extends its partnership with Action for Children

The Very Hungry Caterpillar is extending its partnership with the UK kids’ charity, Action for Children, with a special growing pack for new subscribers to the organisation that will include a host of gardening projects for youngsters.

The initiative will see the inclusion of a bug hotel, how to make a bird feeder, and grow your own lettuce and cress projects for all newly subscribed families. Those subscribers will also gain access to exclusive online The Very Hungry Caterpillar activities, incorporating crafting, growing, and cooking challenges based on what they are nurturing from The Growing Challenge.

Families who make a one off donation will be sent digital copies of the pack.

The new initiative emphasises The Very Hungry Caterpillar’s key values such as to inspire, explore, grow, educate and go green, and offers educational play activities for the many children whose usual pastimes have been restricted due to the Covid-19 pandemic. Action for Children is promoting The Growing Challenge across its social media platforms and online.

The newest initiative is an extension of the partnership Rocket Licensing – the UK licensing agent for The Very Hungry Caterpillar – already has in place with Action for Children, having organised the popular The Giant Wiggle with The Very Hungry Caterpillar for the past seven years and having raised in excess of £300,000.

Over recent months, Action for Children has been working to support families who, before Coronavirus hit, may have already been struggling to feed their children, but have now lost their income overnight, leaving them frightened and vulnerable. The charity’s Emergency Appeal in response to Covid-19 has already helped support over 10,000 children and young people, and a new digital parenting site has been launched to support parents adapting to the challenges presented as a result of the pandemic. 

Published over 50 years ago, The Very Hungry Caterpillar is still a firm favourite among families worldwide, and over 160 million of the Eric Carle books have been sold worldwide. The multi-award-winning title now has 32 carefully selected licensing partners in the UK, in a robust programme curated by Rocket Licensing.

Charlie Donaldson, joint MD, Rocket Licensing, commented: “We are really pleased to be able to further support this wonderful charity through their work with The Very Hungry Caterpillar. Having launched at the beginning of the month, we have already seen a very positive response to the campaign and I’m sure the worldwide recognition of this literary classic will help to leverage Action for Children’s work and support them in raising valuable funds.”

Ellen Smyth, innovation manager, Action for Children, added: “We’re very excited to be exploring new and innovative ways to fundraise with The Very Hungry Caterpillar. It’s a brand our supporters know and love.

“Since the Covid-19 crisis hit, Action for Children has supported thousands of children and young people, and brilliant partnerships like this one help us continue to be a vital lifeline in our communities for children all over the country.”

The Very Hungry Caterpillar extends its partnership with Action for Children

The Very Hungry Caterpillar is extending its partnership with the UK kids’ charity, Action for Children, with a special growing pack for new subscribers to the organisation that will include a host of gardening projects for youngsters.

The initiative will see the inclusion of a bug hotel, how to make a bird feeder, and grow your own lettuce and cress projects for all newly subscribed families. Those subscribers will also gain access to exclusive online The Very Hungry Caterpillar activities, incorporating crafting, growing, and cooking challenges based on what they are nurturing from The Growing Challenge.

Families who make a one off donation will be sent digital copies of the pack.

The new initiative emphasises The Very Hungry Caterpillar’s key values such as to inspire, explore, grow, educate and go green, and offers educational play activities for the many children whose usual pastimes have been restricted due to the Covid-19 pandemic. Action for Children is promoting The Growing Challenge across its social media platforms and online.

The newest initiative is an extension of the partnership Rocket Licensing – the UK licensing agent for The Very Hungry Caterpillar – already has in place with Action for Children, having organised the popular The Giant Wiggle with The Very Hungry Caterpillar for the past seven years and having raised in excess of £300,000.

Over recent months, Action for Children has been working to support families who, before Coronavirus hit, may have already been struggling to feed their children, but have now lost their income overnight, leaving them frightened and vulnerable. The charity’s Emergency Appeal in response to Covid-19 has already helped support over 10,000 children and young people, and a new digital parenting site has been launched to support parents adapting to the challenges presented as a result of the pandemic. 

Published over 50 years ago, The Very Hungry Caterpillar is still a firm favourite among families worldwide, and over 160 million of the Eric Carle books have been sold worldwide. The multi-award-winning title now has 32 carefully selected licensing partners in the UK, in a robust programme curated by Rocket Licensing.

Charlie Donaldson, joint MD, Rocket Licensing, commented: “We are really pleased to be able to further support this wonderful charity through their work with The Very Hungry Caterpillar. Having launched at the beginning of the month, we have already seen a very positive response to the campaign and I’m sure the worldwide recognition of this literary classic will help to leverage Action for Children’s work and support them in raising valuable funds.”

Ellen Smyth, innovation manager, Action for Children, added: “We’re very excited to be exploring new and innovative ways to fundraise with The Very Hungry Caterpillar. It’s a brand our supporters know and love.

“Since the Covid-19 crisis hit, Action for Children has supported thousands of children and young people, and brilliant partnerships like this one help us continue to be a vital lifeline in our communities for children all over the country.”

The Very Hungry Caterpillar gets cosy in Peter Alexander’s new sleepwear collection

Australia’s leading sleepwear brand Peter Alexander has partnered with Haven Global to launch the retailer’s first collaboration with Eric Carle’s timeless classic, The Very Hungry Caterpillar. The new deal sees the arrival of a 12-piece capsule collection of men’s, women’s, and children’s sleepwear.

“This collaboration has been a long-time coming,” said Yvonne King, managing director at Haven Global. “We knew Peter would create something really special and memorable with the world’s most famous caterpillar.”

Launched officially on August 7th, Penguin Random House, owners of the World of Eric Carle IP, were thrilled to see Peter Alexander debut his much anticipated first Hungry Caterpillar collection.

“We are delighted to bring these two brands together,” said Jackie DeMaio, licensing director, The Joester Loria Group. “The collaboration of Peter Alexander and Eric Carle’s The Very Hungry Caterpillar brings Eric’s bright artwork and beloved character off the pages onto beautifully designed sleepwear that is sure to delight the whole family.”

The collection is available in-store and online now while stocks last.

The Very Hungry Caterpillar, one of the top selling children’s books of all time, has been translated into 60 languages and has sold over 52 million copies since its publication in 1969.