This year marks the 45th anniversary of Eric Carle’s most popular title, The Very Hungry Caterpillar. The World of Eric Carle will celebrate this milestone with exciting consumer promotions, new product introductions and dynamic marketing campaigns.
Some highlights will include:
*A yearlong under 3 kids meal promotion with Wendy’s, which will distribute up to 4 million premiums in over 6,500 locations. The promotion kicked off January and will run through December 28, 2014 in participating Wendy’s restaurants in the US and Canada. Customers will receive one of seven mini board book premiums, while supplies last, developed exclusively for Wendy’s with the purchase of an Under 3 Kids’ Meal.
*A six-week on-pack promotion featuring The Very Hungry Caterpillar on 1 million Langer’s juice containers in over 10,900 stores. Flavors include Cranberry Cocktail, Cranberry Raspberry Cocktail & Cranberry Grape Cocktail.
*Retail initiatives and events with Barnes & Noble supported with dedicated product tables.
*Two new apps launching in the first quarter of 2014 including Publication International’s Around the Farm app along with an app from new partner StoryToys scheduled to launch on The Very Hungry Caterpillar Day in March.
*Costume character appearances at malls, book fairs, schools and parades.
*A partnership with Sanrio in Japan for a Hello Kitty co-branded product collaboration for the brands’ joint anniversaries in 2014. A number of World of Eric Carle licensees will create product in categories including plush, baby apparel, fabric, bags, and smartphone content. Products will be distributed in Japan at specialty and fancy goods stores.
*Partnership with U.K. organization Action for Children encouraging children’s centers, nurseries and groups for the under-5’s across the U.K. to host sponsored ‘Giant Wiggle’ walks on The Very Hungry Caterpillar Day, March 20, 2014. The events will bring children together to wiggle along in giant caterpillar conga lines and also encourage them to play and develop their imaginations through storytelling and creativity.
*As part of Australia’s 45th anniversary celebrations, The Very Hungry Caterpillar has been transformed into a spectacular sand sculpture as part of StoryLand’s Sand Sculpture exhibit running January through April. The sand sculpture is double-sided and used 250 tons of sand. The event is attended by approximately 250,000 people.
*Coordinated programs across all international social media pages including the launch of The Very Hungry Caterpillar German language Facebook page in collaboration with German Publisher Gerstenberg Verlag.
The Joester Loria Group is excited to celebrate the 45th anniversary of this iconic book with a year of new licensed product introductions, partnerships and marketing initiatives.