Rocket Licensing, The Joester Loria Group’s U.K. representative for The World of Eric Carle, has appointed License to PR to help promote the 45th anniversary of centerpiece brand The Very Hungry Caterpillar.
The 10-month project will see a range of promotional activity that will leverage the anniversary to drive awareness of the brand and its official range of products.
License to PR will work closely with Penguin, the publisher of The Very Hungry Caterpillar and all U.K. licensees leading up to Very Hungry Caterpillar Day on March 20, 2014.
“We’re thrilled to be working with Rocket on the 45th anniversary of The Very Hungry Caterpillar,” says Louise O’Shea, director, License to PR. “It’s a true classic, a book that our parents read to us and one that we now read to our own children and a brand mums trust. It is this heritage and enduring cross-generational appeal that will form the backbone to our campaign.”