JoJo Maman Bébé extends its Very Hungry Caterpillar clothing range in Rocket Licensing deal

Published on: 28th July 2020

Rocket Licensing has facilitated a renewed partnership between the leading nursery retailer JoJo Maman Bébé and the World of Eric Carle that will see the baby brand extend its successful Very Hungry Caterpillar range of children’s clothing.

Launched on July 27th, the second phase of the JoJo Maman Bébé and The Very Hungry Caterpillar partnership builds on the success of the initial range launched in 2019. The extended collection features eight special designs, available in an increased range of sizes up to the age of four, and including toddler sizes.

The designs carry the signature JoJo Maman Bébé stripes, coupled with phrases from the storybook such as ‘hungry, hungry, hungry’ and ‘tiny and very hungry’, as well as appliqué, embroidery and prints to capture The Very Hungry Caterpillar brand.

Iconic images from the Eric Carle book are used to create individual and recognisable pieces including rompers, baby grows, jogger and T-shirt sets, and dresses.

Also new to the range are two additional Very Hungry Caterpillar gift box designs. The collection will be supported by a heavyweight social media campaign, as well as a central in-store display unit, and will be accompanied by other Very Hungry Caterpillar products including toys and books to provide an immersive brand offering to JoJo Maman Bébé customers.

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

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

The Very Hungry Caterpillar is the centrepiece of the successful global licensing campaign around The World of Eric Carle brand, which brings together the much-loved, multi-million-selling works of author and artist Eric Carle.



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