Licensing News

The Very Hungry Caterpillar Extends Action for Children Partnership

eric carle growing challenge

Building on its successful collaboration with Action for Children, the charity which helps children throughout the UK to thrive, Rocket Licensing, which manages the UK rights for The Very Hungry Caterpillar through the worldwide agent The Joester Loria Group, has launched a new campaign targeting families who sign up to donate to the organization regularly.

New subscribers to Action for Children will receive a The Very Hungry Caterpillar growing pack, including four exciting growing activities for little gardeners aged eight and under. Projects include building a bug hotel, creating a bird feeder, and growing your own lettuce and cress – keeping children happy all year-round and offering fun, safe, at-home activities for the summer holidays and beyond.

The newly subscribed families will also gain access to exclusive online activities with the world’s favorite caterpillar, incorporating crafting, growing and cooking challenges based around what they are nurturing from The Growing Challenge packs, to further extend the play value, entertainment and learning. Those who make a one-off donation will be sent digital copies of the pack.

The new initiative emphasizes The Very Hungry Caterpillar’s key values – inspire, explore, grow, educate and green – and offers educational play activities for the many children whose usual pastimes are still restricted due to the COVID-19 pandemic. Action for Children is promoting The Growing Challenge across its social media platforms and online.

Rocket Licensing already has a successful relationship with Action for Children, having organised popular The Giant Wiggle with The Very Hungry Caterpillar for the last seven years, which has raised in excess of £300,000.

Over recent months, Action for Children has been working tirelessly to support families who, before Coronavirus hit, may have already been struggling to feed their children, but have now lost their income overnight, leaving them frightened and vulnerable. The charity’s Emergency Appeal in response to Covid-19 has already helped support over 10,000 children and young people, and a new digital parenting site has been launched to support parents adapting to the challenges presented as a result of the pandemic.

Published over 50 years ago, The Very Hungry Caterpillar is still a firm favorite among families worldwide, and over 160 million of the Eric Carle books have been sold worldwide. The multi-award-winning title now has 32 carefully selected licensing partners in the UK, in a robust program curated by Rocket Licensing.

Charlie Donaldson, Joint MD, Rocket Licensing, comments: “We are really pleased to be able to further support this wonderful charity through their work with The Very Hungry Caterpillar. Having launched at the beginning of the month, we have already seen a very positive response to the campaign and I’m sure the worldwide recognition of this literary classic will help to leverage Action for Children’s work and support them in raising valuable funds.”

Ellen Smyth, Innovation Manager, Action for Children, adds: “We’re very excited to be exploring new and innovative ways to fundraise with The Very Hungry Caterpillar. It’s a brand our supporters know and love. Since the Covid-19 crisis hit, Action for Children has supported thousands of children and young people, and brilliant partnerships like this one help us continue to be a vital lifeline in our communities for children all over the country.”