The Joester Loria Group has brokered a new brand licensing deal for their client, The World of Eric Carle, to expand on their current program with play tents and play tunnels from Playhut, division of Basic Fun!, for the U.S. and Canada.
Playhut will create a Very Hungry Caterpillar themed Pop-up play tunnel featuring iconic elements and all-over prints from Carle’s beloved book that will capture the playful themes of the brand. The six-foot pop-up play tunnel with an EZ Twist frame for quick set-up and breakdown is targeted for ages three and up. The initial product offering will be officially introduced during LA Market in September 2019 and will be available at retail in Spring 2020.
“We are thrilled to partner with The World of Eric Carle on the new Very Hungry Caterpillar pop-up environments that will bring this classic to life for young fans while enhancing imaginative and educational play,” said Stephen Chernin, EVP Licensing, Basic Fun!
The World of Eric Carle is the award-winning publishing franchise that features timeless stories and iconic characters. With 151 million books sold, the brand has been a staple in schools, libraries and homes around the world for over three generations. The global consumer products program has experienced exceptional growth in over 45,000 doors in better retail channels in 15+ countries. With more than 150 licensees and promotional partners, the brand extends into all major categories including: toys, games, apparel, accessories, home décor, social expressions, stationery, gift, feeding, classroom supplies and mobile apps.
The Very Hungry Caterpillar, one of the top selling children’s books of all time, has been translated into 60 languages and has sold over 50 million copies since its publication 50 years ago in 1969.
This exciting new brand extension was covered by License Global.