Balabala and the World of Eric Carle have teamed up for a children’s apparel and accessories collaboration that launched in over 300 Balabala stores and on Balabala's Tmall flagship store in China. The brand licensing campaign for the World of Eric Carle is managed worldwide by The Joester Loria Group and in China by local agent Guangzhou Art-land Holding Company Limited.
Balabala is China's leading kids' apparel brand under Semir Group, with annual sales reaching more than RMB 10 billion. The brand has dominated the kids' apparel market with No.1 market share and reaches more than 20 million households through its Tmall flagship store and 4,500 physical stores across China.
The multi-category collaboration includes boys’ and girls’ collections including t-shirts, coats, dresses, sleeveless tops, suits and pants. The 17-piece collection utilizes the beloved The Very Hungry Caterpillar, along with other iconic characters from Carle’s popular Bear books and captures the playful theme of the brand.
The launch will be supported with a 360-degree marketing campaign that kicked off May 31st, including Tmall flagship store promotion, social media posts on platforms including WeChat and Weibo, in-store retail displays, along with a dedicated promo video tailor made for the new collection.
The World of Eric Carle is the award-winning publishing franchise that features timeless stories and iconic characters. With 169 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.
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 54 million copies since its publication in 1969.
This exciting new brand collaboration was featured by License Global and Total Licensing.