The Joester Loria Group’s client The World of Eric Carle is expanding its presence in the United Kingdom with a new The Very Hungry Caterpillar™ soft play area at Resorts World Birmingham. Launched Easter weekend, the play area provides visitors to Resorts World Birmingham with a safe and soft space for kids under five to play.
The opening weekend kicked off on Good Friday, March 25th, with a variety of entertaining and engaging activities including mask-making and an appearance by The Very Hungry Caterpillar™ himself. Kids had the chance to meet and take their picture with the world’s most famous caterpillar at the new soft play area. Video of the new play area is available here: https://www.youtube.com/watch?v=S6qTosjLUbY
Resorts World also participated in The World of Eric Carle’s and Action for Children’s Giant Wiggle. The Giant Wiggle is a fundraising event where kids under five join The Very Hungry Caterpillar™ in making caterpillar-inspired conga lines.
The new Very Hungry Caterpillar™ soft play area has already received rave reviews from several influential mommy blogs including Parenthood Highs and Lows, Mum in Brum, Mums in the Know, and Plutonium Socks.
As the master brand licensing agency for The World of Eric Carle brand, The Joester Loria Group has developed a licensing program that spans 130 consumer product licensees and promotional partners and is available in leading retailers in more than 15 countries.