The World of Eric Carle has announced a major direct to retail ( DTR) licensing agreement for the much-loved caterpillar with JoJo Maman Bébé, the UK's favorite boutique mother and baby brand.
The first-ever JoJo Maman Bébé The Very Hungry Caterpillar apparel range, aimed at children aged 0-6, launched in more than 90 JoJo Maman Bébé stores across the UK and online on May 1. The range will also be sold in their US stores and online in the US starting May 13th. The five-piece collection includes a t-shirt top, a romper, a leggings and t-shirt set and two sleepsuits.
Signature JoJo stripes and a bold Very Hungry Caterpillar feature on the t-shirt, while The Very Hungry Caterpillar romper adds bright, bold lettering and a sweet red apple to the traditional jersey romper with classic Breton stripes. Rounding out the collection are a cozy leggings and t-shirt set and two sleepsuits – one with ‘Tiny and Very Hungry’ lettering and one featuring a sweet selection of colorful, delicately embroidered fruit.
The collection will be merchandised in stores on a feature display alongside other popular The Very Hungry Caterpillar licensed products such as Rainbow Design toys, Penguin books and Paul Lamond games. The launch will be supported by PR and marketing initiatives including an email blast, a social influencer campaign and social media competitions. The launch was covered by License Global, Total Licensing and Licensing.biz.
This new brand extension is an important part of The Very Hungry Caterpillar’s 50th anniversary celebration. Other recent anniversary year launches include Rainbow Designs Ltd with their new Tiny and Very Hungry Caterpillar collection of infant toys, and Dennicci’s new babywear collection. New product is also on the way or available across other areas such as dress-up, gardening products and social stationery. The Very Hungry Caterpillar publisher Puffin is planning to publish no fewer than six new books in this anniversary year including a gold 50th anniversary edition, supported by a PR and Marketing campaign that includes Very
Hungry Birthday Parties across hundreds of bookshops, a major online campaign, lighting up London with butterfly projections, and placement of our favourite caterpillar across a range of print, online and broadcast media.
A busy programme of competitions, readings, retail events, new licences, online and magazine promotions and support from women’s, kids’ and parenting print and online media will continue to extend public awareness of the brand’s big birthday in 2019, not to mention the live show and the biggest-and-best-ever Giant Wiggle campaign – for the charity Action for Children – which is now in its fifth year.
The brand licensing campaign for The World of Eric Carle’s The Very Hungry Caterpillar is managed in the UK by independent licensing company Rocket Licensing through the worldwide agent, The Joester Loria Group. The Very Hungry Caterpillar is the centrepiece of the successful global licensing campaign around The World of Eric Carle brand, which brings together the much-loved, best-selling works of author and artist Eric Carle.