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.”

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 some six 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@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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