Happy birthday to The Very Hungry Caterpillar™!
UK licensing programme grows as children’s favourite approaches 45th
anniversary
In 2014, the beloved The Very Hungry Caterpillar will be 45 years old. In that time more than three
generations have enjoyed what is today the most-read children’s book in the UK. Not only has the
book sold over 36 million copies but this centrepiece of The World of Eric Carle brand has a global
licensing programme with over 120 licensees in toys, games, apparel, stationery, gift and more.
Managed in the UK by Rocket Licensing on behalf of global agent the Joester Loria Group (stand
C111), the range of licensed product, distribution and sales in the UK grew significantly in 2012 —
and is still growing.
The most recent UK licensing deals, signed in the run-up to Licensing Expo, include Ravensburger for
games and puzzles, who join other Rocket signings including Wild and Wolf, an award-winning
designer, manufacturer and wholesaler of gifts, homeware and accessories; children and babywear
manufacturer Dennicci; and William Lamb Footwear with Wellington boots. Already at retail or
imminent are new cut-out cards from UK Greetings, bikes, trikes and skateboards from Universal
Cycles, bedding and blankets from Dreamtex, as well as the hugely popular developmental toy range
from Rainbow Designs.
The brand also enjoys broad presence at retail and online across national chains, supermarkets,
garden centres and, of course, bookshops. It’s a presence that will be enhanced as a refreshed range
of packaging is introduced in Autumn along with a commemorative 45th anniversary logo for this
much-loved brand. Promotions, new product launches and special in-store and online celebrations
are planned.
The Very Hungry Caterpillar is part of the World of Eric Carle portfolio, which brings together all the
titles that have made Eric Carle a worldwide favourite for so many millions of children and parents. As
well as The Very Hungry Caterpillar, the charming, beautifully illustrated and uniquely designed tale of
a caterpillar that becomes a butterfly, other books such as Brown Bear, Brown Bear, What Do You
See? and The Artist Who Painted a Blue Horse have regularly put Eric Carle’s work at the top of
bestseller lists for decades.
Rob Wijeratna, Joint Managing Director, Rocket Licensing says: “It’s been nearly half a century since
the Very Hungry Caterpillar first appeared and yet today he is as popular as ever — with both
consumers and licensees. Not only will the coming months see new product at retail from some of the
most respected names in their field but further licensee announcements. This is a classic character
and a brand that can definitely look forward to a very happy birthday!“
ABOUT ROCKET LICENSING
Rocket Licensing, launched in 2007, is a London-based independent licensing and brand
development company. It manages a select and balanced portfolio of clients and brands, including A
M Heath, BocPix, Dr Seuss Enterprises, Emma Thomson, Geographers' A-Z Map Co, Hornby
Hobbies, Ideas At Work, Joester Loria Group/Eric Carle, Lionsgate UK, MGM, Snapper Productions
and The Collective. www.rocketlicensing.com
ABOUT THE JOESTER LORIA GROUP
The Joester Loria Group, www.joesterloriagroup.com , is a full-service licensing and marketing
agency providing its clients with a full array of services, including strategic planning, competitive
analysis, and implementation of licensing strategies that encompass robust marketing and retail
initiatives. The Joester Loria Group represents Pepsi-Cola North America including Pepsi, Mountain
Dew, Aquafina, AMP and SoBe; Discovery Communications including Animal Planet, Discovery
Channel, Discovery Expedition, and key series River Monsters, MythBusters, Shark Week and
Deadliest Catch; Kellogg’s portfolio of cereal and snack brands, Dew Tour, The World of Eric Carle,
Annoying Orange; Entenmann's; Oxford University, Hearst Corporation’s Car and Driver, Road &
Track and Popular Mechanics
ABOUT THE WORLD OF ERIC CARLE
The World of Eric Carle™ is a design-driven licensing and merchandising program based on the
beloved picture books by Eric Carle. A prolific author and artist, Eric Carle has written and illustrated
more than seventy books which have sold over 118 million copies worldwide. Like his books, The
World of Eric Carle brand draws upon Eric Carle’s approach to creativity, discovery, play and
development. Licensing and merchandising programs are ongoing in the US, Japan, UK, Australia
and Europe. For more information, please visit: www.Facebook.com/theworldofEricCarle
For further information please contact :
Jane Garner & Sallie Deary
jgarner@kilog.co.uk / sdeary@kilog.co.uk
kilogrammedia
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