Rocket Licensing has announced two new licensees for The World of Eric Carle’s The Very Hungry Caterpillar in the U.K., after the book was named the top book for kids under age 5 in a recent Booktrust poll.
The brand, which is managed by The Joester Loria Group worldwide, will welcome Sapona and East Coast Nursery to its U.K. ranks in 2014. Saponais is planning a range of Very Hungry Caterpillar bubble bath, toothbrushes, body wash and hand soap for children that will arrive at retail in March, and East Coast Nursery will launch blankets, quilts, curtains, Moses baskets and changing mats.
Readers of all ages cast their votes in the recent Booktrust poll for the top books for children under the age of 14. In addition to topping the Under 5 category, Eric Carle’s children’s classic came in fourth overall behind Harry Potter and the Philosopher's Stone, The Hunger Games and The BFG.
“The result of this poll is further proof of the continuing affection that The Very Hungry Caterpillar inspires in every new generation of young fans,” says Rob Wijeratna, joint managing director, Rocket Licensing. “Those young fans and their parents are also driving a very strong market for Very Hungry Caterpillar products in many categories. The licensing program continues to grow and Sapona and East Coast Nursery–both leading names in their fields–are very welcome additions.”
Sapona and East Coast Nursery join a raft of recent Rocket signings that include Ravensburger, Egmont and Dreamtex. The 45th anniversary of the book in 2014 will feature new product and book launches, a major consumer PR campaign led by License to PR and promotional activity at retail.