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.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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