pressrelease
Wednesday, 09 March 2016
LONDON
The Joester Loria Group appoints Brand Extensions Russia to represent The
World of Eric Carle including beloved classic The Very Hungry Caterpillar™!
Set to launch licensing programme in Russia for publishing phenomenon
Brand Extensions Russia (BER) has been appointed by the Joester Loria Group, the worldwide agent for The World
of Eric Carle, to represent the brand in the Russian market, with an initial focus on The Very Hungry Caterpillar.
Eric Carle has written and illustrated more than 70 books, which have sold over 118 million copies worldwide. The
Very Hungry Caterpillar, with sales topping 36 million copies, has become a memorable rite of passage for children
worldwide and is the centrepiece of the global licensing programme. A copy of the book is purchased every 30
seconds!
BER will be launching the Russian programme for The World of Eric Carle, and plans to introduce product featuring
The Very Hungry Caterpillar in 2014 to coincide with the 45th anniversary celebrations of the publishing classic. BER
launched the brand at the Russian Licensing Forum in Moscow taking place from 13-15 March. BER is on stand
L54 at this important meeting place for key Russian market players.
The World of Eric Carle, an established, award-winning global licensing programme, has over 120 licensees in
categories including toys and games, apparel, domestics, home décor, feeding and learning aids. Product is sold at
leading global retailers including Target, Babies R Us and Kohls in the US, John Lewis, Marks & Spencer and
Waitrose in the UK, Loft and Tokyu Hands in Japan and Target Australia.
BER’s aim is to build on The Hungry Caterpillar’s position as a loved and trusted brand among children, parents and
teachers and the enormous popularity of the Russian-language version published by Pink Giraffe, to grow its
vast potential in the Russian market in many of the categories it has made its own across the world. The licensing
programme will strongly emphasise The World of Eric Carle’s signature vibrant colours and iconic characters and
draw on the unique style and appeal of the brand.
Debra Joester, President and CEO, The Joester Loria Group, says, “BER’s strong position in the Russian market as
a respected and experienced agency with excellent relationships in the retail environment made it our first choice to
bring The Very Hungry Caterpillar to children, parents and teachers in a whole new market. We are looking forward
to enriching the lives of children across Russia with The World of Eric Carle .”
Jane Evans, Director, BER adds: “The Very Hungry Caterpillar has always stood out wherever it has been licenced.
pressrelease
This simple, charming, and inspired tale has not only been a lasting children’s favourite in numerous markets but
has a unique look and style unlike any other children’s brand. We are sure Russia will take this wonderful character
— and brand — to its heart.”
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
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, Korea and Europe.
For more information, please visit:
www.Facebook.com/worldofEricCarle
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, preschool series, The Hive, Dew
Tour, the #1 action sporting event in North America; The World of Eric Carle, based on his artwork from the
beloved children’s picture books; Coolabi’s Poppy Cat, airing on Sprout; You Tube sensation and Cartoon Network
series, Annoying Orange; Entenmann's; Oxford University, Stanley Steamer, Waste Management, Hearst
Corporation’s Car and Driver, Road & Track and Popular Mechanics