The Joester Loria Group has brokered a new deal for their client, The World of Eric Carle, to expand on their current brand licensing program with edible organic vegetable Food Paint from Noshi for the U.S. and Canada. Noshi edible Food Paint is a set of three tubes of fruit or vegetable puree that kids (or their parents) can paint on their food and then eat.
The initial World of Eric Carle Food Paint set will include tubes of different colored organic vegetable puree: carrot, pea and beet, and will launch in the baby food aisle in Spring 2021. Parents can use the tubes to paint faces, shapes, flowers or names on baby’s food, or paint it straight onto the plate for baby to explore. Fruit Food Paint has proven to be a huge hit with kids, putting big smiles on small faces all over the USA, and Noshi is confident the new vegetable flavors will have the same magical effect on babies.
Tomo Delaney, founder and CEO of Noshi, says “We are SO excited for this partnership. The World of Eric Carle is such a natural fit for our new vegetable Food Paint, Noshi’s first foray into the baby food category. We can’t wait to see The Very Hungry Caterpillar wriggling his way across boxes of Food Paint (but not nibbling holes in them!) and giving parents an easy and fun way of introducing vegetables into baby’s diet”.
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 more than 54 million copies since its publication in 1969.
