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 bury barn brent pelham hertfordshire united kingdom sg9 0au t + 44 ( 0 ) 1279 778 919 f + 44 ( 0 ) 1279 778 929 e hello@kilog.co.uk w kilogrammedia.com