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UK licensing programme grows as children’s favourite approaches 45th anniversary
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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!“ |
