The Very Hungry Caterpillar extends Bluewater and Eden Project activity

Rocket Licensing secures further partnerships with family destinations, reaching thousands of families

Written by Rhys Thomas

Posted 11.03.2020 | Events

The Very Hungry Caterpillar extends Bluewater and Eden Project activity thumbnail

Rocket Licensing has extended a number of successful experiential partnerships for Eric Carle’s The Very Hungry Caterpillar.

Activity at Bluewater shopping centre and The Eden Project has seen the character reach thousands of families.

The popular children’s character took centre stage at Bluewater during February half term, with sold out story time activations. The activity offered families the chance to attend an immersive 20-minute interactive show, followed by a fun craft activity and costume character appearance, where tots could meet the caterpillar himself.

Bluewater also promoted a number of the licensed product ranges throughout the week. The 3000 children and parents that attended the storytelling sessions were each given a The Very Hungry Caterpillar apple drink from Cawston Press. Meanwhile, a promotion from Bloom and Blossom in Boots stores was highlighted with a product win competition on the Bluewater Facebook page.

Action for Children also gave away 2,500 promotional bookmarks to children to promote the Giant Wiggle fundraiser, which is now in its sixth year and is set to have a fundraiser event at Bluewater in May, further extending the experiential partnership.

Children and families were then able to enjoy The Very Hungry Caterpillar themed Nature Trail in the grounds of Bluewater, which was launched last summer as the first instalment in the two-year partnership between the evergreen children’s brand and the leading shopping destination.

Rocket Licensing has also extended its relationship with world famous Cornwall-based visitor attraction, the Eden Project. The collaboration began last year with the hugely successful inaugural The Very Hungry Caterpillar weekend which welcomed close to 6000 visitors - three times the target set.

The activity will return to the popular venue and this month. Children will enjoy a focused story trail around the biomes, where each station is an activity cleverly linked to a day of the week described in The Very Hungry Caterpillar book.

Families will also enjoy story telling sessions and face painting, as well as The Very Hungry Caterpillar-themed craft activities, where children will be able to create and take home items such as origami butterflies, balancing butterflies, caterpillar head bands, stained glass butterflies and even pompom caterpillars.

There will be a range of the licensed merchandise for The Very Hungry Caterpillar available in the visitor shop, and the activity will be supported by an extensive marketing campaign.

Melissa Satterly, Brand Manager of The Very Hungry Caterpillar at Rocket Licensing, says: “We are thrilled to be extending the activity with Bluewater and The Eden Project. 

"The Very Hungry Caterpillar is a favourite story across generations, and families love getting hands-on with the brand together and incorporating it into their days out to make them extra special. 

"The wonderful character and bold, recognisable designs lend themselves really well to experiential brand activations and help to immerse the audience in the world of the much-loved tale.”


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