FILA Kids China and the World of Eric Carle have teamed up for a children’s apparel and accessories collaboration that launched on September 17th in more than 500 Fila Kids' specialty stores and online in China, Hong Kong, and Macau. The brand licensing campaign for The World of Eric Carle is managed worldwide by The Joester Loria Group and in China though local agent, Guangzhou Art-land Holding Company Limited.
The multi-category collection includes boys’ and girls’ jackets, vests, sweatshirts, dresses and pants, along with accessories including sneakers, backpacks, and caps, for ages 2-15. The 30-piece assortment utilizes the beloved The Very Hungry Caterpillar along with other iconic characters from Carle’s popular books, capturing the playful theme of the brand and emphasizing iconic collage art and all-over prints.
The launch will be supported with a 360-degree marketing campaign that kicks off September 29th and will include outreach to Fila Kids members, in-store events, window displays, wall decorations, point-of-sale signage, as well as live streaming events on the FILA Kids website and social channels. The social media marketing also will include a unique online mini game created exclusively for the campaign.
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 more than 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.
