Nursery retailer JoJo Maman Bébé is once again partnering with The World of Eric Carle to extend its Very Hungry Caterpillar range of children’s clothing based on the evergreen book character. Launched on 27 July 2020, the second phase of the partnership builds on a successful initial range launched in 2019.

Independent licensing company Rocket Licensing manages the UK licensing campaign for The World of Eric Carle’s The Very Hungry Caterpillar through worldwide agent, The Joester Loria Group.

The new extended collection features eight designs in an increased range of sizes. It is now available up to age four and includes toddler sizes.

 

 

The designs carry the signature JoJo Maman Bébé stripes coupled with phrases from The Very Hungry Caterpillar. For instance, ‘hungry, hungry, hungry’ and ‘tiny and very hungry’.

Appliqué, embroidery and prints also feature to truly capture The Very Hungry Caterpillar brand. Iconic images from the Eric Carle book create instantly recognisable pieces including rompers, babygros, jogger and T-shirt sets, and dresses.

Also new to the range are two additional gift box designs.

A heavyweight social media campaign is supporting the collection as well as a central in-store display unit. It will also be accompanied by other Very Hungry Caterpillar products including toys and books to provide an immersive brand offering to JoJo Maman Bébé customers.

Commenting is Melissa Satterly, brand manager for The Very Hungry Caterpillar at Rocket Licensing. “The initial range from JoJo Maman Bébé last year was so well received. It was only right to extend the deal for a new season. We’re thrilled to be expanding the offering with this best-in-class partner.

“The momentum created with consumers during The Very Hungry Caterpillar’s 50th anniversary in 2019 is continuing apace. We will soon be announcing more partnerships for the beloved Eric Carle property.”