Galt Toys is aboard a sweep of new licensing partners for Eric Carle's The Very Hungry Caterpillar, as the children's brand prepares to celebrate its 50th anniversary next year.
The firm will launch a range of pre-school educational toys under The Very Hungry Caterpillar licence, joining the likes of Insect Lore, Bon Bon Buddies, Hallmark Cards and more.
The new swathe of partners has been billed as ‘a licensing boost for the brand’ ahead of its 50th anniversary next year.
Children’s educational toys, butterfly kits, confectionery, personalised gifts and greetings cards are among the latest signings, with partners including the likes of James Galt & Co, Insect Lore, Bon Bon Buddies, Signature PG, Hallmark Cards and more.
The Hallmark Cards collection of greetings cards will be available exclusively from Marks and Spencer this summer, while Signature PG’s apparel and gift sets will launch across key online accounts later this year.
Rocket Licensing has told the industry to expect more announcements in what it promises will be a ‘very busy run-up to The Very Hungry Caterpillar’s 50 anniversary.’
Already, partners across toddler wear, gardening and plants, baby bedding, outdoor toys and food gifting are waiting in the wings. Brand awareness will be further boosted by more licensing and publishing deals this year and next.
Charlie Donaldson. Joint managing director of Rocket Licensing, said: “These new licensing agreements underline the success of The Very Hungry Caterpillar across multiple categories and how enthusiasm for this evergreen brand continues to pass from generation to generation.
“These wonderful products from respected players are marvellous additions to the continuing success store of The Very Hungry Caterpillar as its 50 anniversary gets ever closer.”